Audience: Sickle cell disease and other anemia patients and their caregivers. These patients receive regular transfusions.

Challenge: Create and promote an unbranded e-mail and web-based conversion program to start the conversation around the need to test for and remove excess iron deposits from blood transfusions.

Solution: Living With Transfusions offered an environment that established ownership of the world of transfusions, laying the groundwork for earning patient trust.