Context
Some type 2 diabetes medications are also indicated for treating heart failure—a condition where the heart can’t pump enough oxygen-rich blood to the body.
Challenge
We needed healthcare professionals and patients to suspect heart failure at the first sign of symptoms, allowing for timely referrals and early diagnosis.
Insight
Suspicion is the first—and perhaps most decisive—step in saving lives.
Creative Strategy
Suspicion becomes a powerful tool, turning doctors and patients into detectives who must act quickly on any clue (symptom or sign) that could lead to an early diagnosis of heart failure.
We created the concept “Suspicion Never Fails”, brought to life through a dedicated logo that gave a distinctive visual identity to this detective-inspired awareness campaign.
We reached healthcare professionals (HCPs) right where they work — their offices — to share some “non-confidential information,” turning them into detectives with a mission: unmask heart failure.
Instead of keeping things under wraps, this intel aimed to reveal as much as possible about the condition to tackle its underdiagnosis head-on.
We developed a website as an intelligence hub to provide comprehensive information about heart failure — featuring one section for patients and another exclusively for healthcare professionals.
On social media, we built a community of both diagnosed and undiagnosed patients through educational and engaging content with a detective-inspired aesthetic. This community was then directed to the website for deeper engagement and resources.
Our campaign caught the attention of the Colombian Society of Cardiology, who amplified our message by sharing the content and helping turn Sospechar no Falla into a well-known detective case—one aimed at uncovering heart failure before it strikes again.
