The “Mis[s]diagnosed” campaign, was launched by Organon in 2023 with endorsements from 8 notable societies and associations across the region.

The campaign aims to spot the light on the current gender data gap, that led to less awareness about diseases that affects women differently such as heart attacks in women. Extensive research has shown that 78% of heart attack cases in women are missed due to a lack of awareness about the unique symptoms they experience. Unlike men, women often exhibit early signs such as jaw pain, nausea, unusual fatigue, and upper back pain, which are frequently overlooked.

By educating both the public and healthcare professionals, Organon is fostering extensive discussions and raising awareness through informative content and impactful storytelling. The campaign involves collaboration within the ecosystem, including influencers, key opinion leaders (KOLs), healthcare professionals (HCPs), and policymakers. The ultimate goal is to empower women to recognize the signs of heart attacks early and advocate for gender-inclusive healthcare practices.

Mis[s]Diagnosed bagged notable recognition across the region and globally for its creative excellence and impactful messaging, becoming the first pharma company from the MENAT region to win a Bronze Pharma Lion at Cannes in 2024. The awards received underscore the campaign’s effectiveness in driving conversations and promoting better healthcare outcomes for women. The campaign also reached 3 million individuals with around 422k in engagement on social media,  with the rates on both Instagram and LinkedIn being higher than the industry average.