Finalist
Six Domains: What’s Your Combination?
Summary of work
Psoriatic arthritis is a heterogeneous condition, affecting people in many different ways, and can severely impact quality of life for the people who live with it. The global MAPP study, which assessed patient perspectives on living with psoriatic arthritis, found a large unrecognised disease burden and under-treatment of psoriatic arthritis, highlighting a need for improved patient-physician dialogue to help improve health outcomes.
To address this gap, we created a campaign to educate patients, helping them better understand and discuss the impact of their disease with their physician. We aimed to deliver this using a multi-channel multilingual activation campaign across general and health-specific platforms. The campaign would drive users to tools such as a rheumatologist finder, and a personalised disease profiler. We would host these and other assets on a central content hub in multiple languages.
The campaign greatly exceeded our initial benchmarks, reaching over 23 million people, and attracting over 80,000 site users. We achieved 652 questionnaire completions and 1,702 clicks to the rheumatologist finder tool. We also uncovered key educational needs: 43% of respondents reported experiencing a domain they did not realise was linked to their psoriatic arthritis.
Judges’ comments
Six Domains was about the personalised nature of the condition, and the programme was set-up specifically to trigger an improved level of conversation around the varied symptoms. The judges applauded the concept, and thought it was cleverly thought out. The programme really put the patient at its centre and used a series of strong, targeted, tactics to achieve some impressive results in its first year.
