We pride ourselves on doing great work that delivers big impacts. Check out these examples of how we do it.
Marketing the KidneyX Artificial Kidney Prize Competition
- Kidney Innovation Accelerator (KidneyX)
Nexight provided marketing and communications support for the launch of the $9.2 million second phase of the KidneyX Artificial Kidney Prize competition, including branding and collateral, a website redesign, videos and webinars, and a social media campaign.
The Challenge
Better leverage regenerative medicine innovation to accelerate artificial kidney development
The Kidney Innovation Accelerator (KidneyX)–a public-private partnership between the US Department of Health and Human Services and the American Society of Nephrology–helps to accelerate innovation in the prevention, diagnosis, and treatment of kidney diseases through its prize competitions. With its Artificial Kidney Prize (AKP), KidneyX developed an opportunity to support the ideal patient future state of continuous kidney replacement therapy, urgently needed by kidney patients worldwide. To ensure the success of the $9.2 million second phase of the AKP competition, KidneyX needed communication and outreach efforts that were not only timely and informative but also targeted to help expand its applicant pool to include the regenerative medicine community.
Our Solution
Targeted marketing and communications outreach to the regenerative medicine community
To support the prize competition, Nexight performed a comprehensive marketing and communications landscape analysis, which we used to develop channel-specific outreach and materials to help KidneyX better and more broadly reach its target audiences, including the regenerative medicine academic and research community.
Branding and Collateral
To better reflect the KidneyX identity, we developed new, more contemporary competition brand imagery, together with an informational fact sheet and outreach brochure for expanded target audiences.
Website
We designed and developed a new, fully responsive KidneyX.org website to not only showcase current and past competition information but also promote the criticality and innovation surrounding the KidneyX mission. This work involved extensive consolidation of information from and sunsetting of two different existing website properties to help create a more cohesive user experience.
Social Media
We designed and implemented a multi-month social media outreach campaign to target multiple stakeholder types. Our work included development of all copy as well as graphics and animation, leveraging the new competition brand imagery.
Videos
We developed three unique videos to engagingly and impactfully communicate information about the organization, the prize competition, and the life-saving value to patients. For each video, our work included conceptualization, storyboarding, animation, scripting, videography, voiceover, and editing.
Stakeholder Engagement
To increase community engagement with the competition, Nexight:
- Leveraged our established connections in the regenerative medicine and cell engineering community to increase quality and quantity of competition submissions
- Organized, moderated, and produced two informational webinars for prize competition applicants and supporters
- Placed a feature article about the prize competition that was published by the Association for the Advancement of Medical Instrumentation (AAMI)
Impact
The competition succeeded in soliciting a significant increase in submissions from beyond the traditional nephrology community, with the intention of leveraging innovations from fields including regenerative medicine and cellular engineering.
The new website not only better promotes the KidneyX organization but can also flexibly accommodate all future prize competitions; additionally, the new platform offers a significantly easier way for the team to regularly update key program news and community resources.