Finalist
Beyond the Visible: Rosacea and Psoriasis of the Face
Summary of work
No company has invested so much of its energies as Galderma in uncovering the true physical and emotional impact of rosacea. In-depth research and insight analysis, undertaken since 2018, have elevated understanding of the unspoken burden of persistent facial redness and lesions, and the underlying biases around seeking treatment. These efforts have led to a new personalised approach to patient education and supported meaningful conversations with HCPs.
In 2020, a new chapter of this research initiative explored further dimensions of ‘burden’. Involving 600+ patients with rosacea or psoriasis, and 361 doctors across 6 countries, the research uncovered significant challenges and disparities in management alongside the impact on QoL and mental health, and helped to reinforce the benefits of supporting patients’ clear skin goals. To deepen HCPs understanding, we set in motion an integrated communications campaign that identified missed opportunities to improve outcomes and further contextualised the impact of rosacea.
Highlighting key research findings, our global-outreach successfully led audiences to the full report on a dedicated BMJ webpage, described by the BMJ as the “best performing hosted page ever". Total reach of ~10.3 million was achieved with 75% and 400% uplift in page views and report downloads respectively (versus 2018).
Judges’ comments
We really liked this and the element that truly came through was the strength of the strategy. The implementation was very well articulated. Havas Life Medicom and Galderma achieved a high level of engagement and, importantly, the outcomes versus objectives were good. Overall, an effective and extremely well executed campaign
