SKYTROFA: How JPA Health Built a Branded Patient Ambassador Community
Facing uncertainty and stigma, parents of kids living with growth hormone deficiency (GHD) needed advice and role models for successfully managing the condition. JPA Health worked with Ascendis to identify and elevate powerful stories of parents whose children were using a newer treatment option known as SKYTROFA®.
Raising children is challenging in any circumstance, but especially so when that child is facing growth hormone deficiency. While parents of kids with GHD navigated the uncertainty of a complex diagnosis, they often felt stigmatized and had few public examples of other parents tackling the condition head-on.
We engaged parents whose children were using SKYTROFA with a compelling call to share their stories, hand-picking a short-list of potential ambassadors who directly addressed parents’ most pressing concerns. From beginning to end, the entire program was designed around the realities of the ambassadors’ busy lifestyles to ensure every interaction was a positive one.
We created a comprehensive training program to equip the ambassadors to tell their stories confidently and compliantly. At the same time, we efficiently captured (in one sitting) an entire library of content to bring their stories to life across multiple potential channels. We then built a system to strategically activate our ambassadors to ensure every storytelling opportunity would have maximum reach and impact – while providing each ambassador a personalized experience to honor their stories and their time.