Inizio Evoke applied strategic, scientific, and creative expertise to launch a campaign that raised awareness of endometriosis among women+ and HCPs, and accelerated the path to diagnosis.
How can we raise awareness of endometriosis and accelerate the path to diagnosis?
Gedeon Richter is on a mission to support thousands of women and others affected by endometriosis in the UK, helping them seek earlier diagnosis and relief from debilitating periods and pelvic pain. Affecting one in ten women+ (women and others who may be affected, including some trans and non-binary people), the condition often goes undiagnosed for over eight years as symptoms are missed or dismissed, leaving many lives dominated by heavy, painful periods.
Their challenge to Inizio Evoke was clear: despite Gedeon Richter’s leadership in women’s health, they needed a partner with the strategic, scientific, and creative expertise to launch a campaign that not only raised awareness among women and HCPs but also accelerated the path to diagnosis, while recognizing that barriers to care can differ depending on background and circumstance.
What strategy helped people affected identify endometriosis symptoms?
Through a targeted program of market research, facilitated patient engagement groups, and expert -led workshops, Inizio Evoke uncovered a key insight: many patients describe experiencing a “red flag moment” that prompts them to seek medical advice.
The Inizio team translated this insight into action with the creation of ‘Isitendo.co.uk’, a content hub designed to educate and empower patients using direct, relatable language. It highlights common red flag symptoms and equips users with the confidence and vocabulary to speak to their GP.
For HCPs, it translates patient language into clinical terms—supporting earlier, more accurate identification of endometriosis.
To connect with patients aged 25–40, Inizio Evoke deployed a multi-channel strategy, blending influencer-led TikTok content with paid search, display ads, and retargeting. Every channel was selected and optimized to ensure maximum reach, resonance, and activation.
How is this campaign helping those affected get diagnosed with endometriosis faster?
Launched towards the end of 2024, the joint campaign is ongoing but has already exceeded expectations and demonstrates behavior change in practice:
- 84% of surveyed women+ expressed intent to seek more information on endometriosis
- 88% said they were likely to discuss their symptoms with their GP
- The campaign has already exceeded its goal for GP conversation guide downloads.
This piece of work was well received by the client, and the second phase of the campaign is set to begin.
Explore how strategic communications can accelerate diagnosis
At Inizio, we blend deep expertise with innovative, insight-driven strategies to help clients drive real change in patient outcomes. Discover how our approach empowers earlier recognition of conditions, reduces time to diagnosis, and improves quality of life for everyone affected by endometriosis. Get in touch to learn more.
