Finalist
Challenging the Status Quo in Psoriasis
Summary of work
The consultancies were tasked with launching a groundbreaking new treatment for psoriasis, which achieved higher levels of clear skin than other treatments. However, it was the fifth biologic treatment to market and a high level of ‘psoriasis fatigue’ was present among dermatologists.
Novartis needed to create a compelling narrative, which spoke to the needs of the psoriasis community, and with a creative execution that stood out.
An integrated product campaign was implemented, which supported meaningful conversations between different stakeholders involved in the patient journey, delivered tailored educational activities utilising innovative digital tools, and supported patients in having more effective conversations with their care team.
The campaign resulted in at least 37 experts advocating the use of the product at national congresses, and at local peer-to-peer meetings, and 94% of attendees at one meeting agreeing that it is now time to redefine treatment success in psoriasis.
Judges’ comments
A simple, yet effective, multi-disciplinary strategy that really delivered on all of its objectives, as well as providing interesting insights all the way through. It delivered impressive change in clinical perceptions and was an impressive submission.
