Finalist
Face Up To Rosacea
Summary of work
Characterised by persistent facial redness and lesions, rosacea is a skin disease with a significant emotional and physical impact. Despite its prevalence, it is poorly understood by many who are ‘lost in a negative cycle’ of low awareness, inadequate self-management, and poor outcomes. As the world leader in rosacea care, Galderma wanted to support patients to talk to their HCP with an open and positive mindset, and work towards improved outcomes.
‘Face Up to Rosacea’(FUTR) is a patient educational programme successfully activated in 12 key markets during 2021. Rooted in the mechanisms of behavioural science and equipped with interactive tools, FUTR’s insight-driven approach successfully empowered real-world behavioural change. Alongside traffic driving content and an educational microsite, a sophisticated online HCP-patient discussion guide supported more constructive conversations about rosacea. The personalised read-out from the online consultation was successful in nudging ‘passive patients’ towards rethinking their rosacea, resetting expectations, and motivating them to reconnect with medical care.
Globally, FUTR attracted over 550,000 visitors to the microsite and 12% downloaded their personal guide. Over 40% booked or intended to book an appointment with their physician following interactions with the programme. Of those who attended an appointment, 55% were diagnosed with rosacea and prescribed treatment.
Judges’ comments
This entry was commercially sound with well delivered objectives and it was clear from the results that the content did strongly resonate with the intended target audience. The programme demonstrated the impact of rosacea on the patient’s quality of life and daily living, promoting the idea of looking past the disease and at the patient as a person.
