Excellence in Managing Established Products

Summary of work

The burden of rosacea is very real. As the understanding of the disease evolves, so must the way dermatologists approach treatment. Traditionally, the first-choice oral treatment for severe rosacea is generic doxycycline (a high-grade antibiotic) that treats inflammation. However, at the high dose generic doxycycline is prescribed, it is only a short-term fix, putting patients at risk of antibiotic resistance and experiencing myriad side effects – both can be avoided with the right treatment approach.

ORACEA Capsules are specifically designed to effectively treat rosacea and relieve patients from the impact of this disease, while reducing the risk of antibiotic resistance. Historically, marketing efforts had been very product-centric. For this brand to change dermatologists’ perceptions of the true impact of rosacea on patients and encourage a change in prescribing behaviour, the new campaign needed to humanise ORACEA Capsules’ brand story and reframe the patient story.

Based on real patient insights, NOW LOOK AT ME brought the ‘patient’ journey to life through two characters, Amy and Chris. It underpins how patients’ lives are affected by the physical, psychological and emotional impact of this chronic skin condition. Above all, it demonstrated the renewed confidence that dermatologists can offer patients when the correct treatment is prescribed.

Judges' comments

NOW LOOK AT ME addressed competitive challenges and demonstrated a clear target audience. It was very comprehensive and specific, with a good link to hard outcomes.