Winner
Quantifying the Heavy Burden of Chronic Hand Eczema
by Anthem PR on behalf of LEO Pharma UK
Summary of work
To explore the impact of Chronic Hand Eczema (CHE), LEO Pharma conducted five qualitative patient interviews. The information gained from these conversations plus a multidisciplinary taskforce of experts led to a quantitative survey of over 150 patients in the UK.
The results highlighted a major disconnect between how patients and dermatology professionals perceive burden: half of CHE patients experienced anxiety or anger due to the condition yet only 14% had been asked about its emotional impact. Beyond visible symptoms, patients felt the ‘unseen’ burden of CHE (e.g., pain, poor mental health, negative impact on work, relationships) was little understood.
Equipped with these insights, we had to improve professional recognition of CHE’s ‘unseen’ impact – particularly the emotional burden – to enhance care.
We developed a campaign that harnessed the power of data to quantify CHE’s ‘unseen’ burden. We themed data trends; shared peer-to-peer advocacy; and provided moments for two-way data discussion, all with a view to making CHE a problem too big for professionals to ignore.
The result? Greater recognition of CHE’s psychological burden and confirmation from professionals they’ll ask patients more questions around quality of life and the emotional impact of CHE during consultations, to improve support.
Judges’ comments
The judges were really impressed that Anthem and Leo managed to garner interest in this hard-to-reach area. They loved experiential piece and how it bought in great creativity. The situation was clearly outlined, with strong benchmark data and outcomes. The fact that they were able to bring to life how it felt to not be able to use hands was commendable and the unmet need was clear. Overall, a great, emotive campaign.
