Excellence in Patient Education and Support

Summary of work

Characterised by persistent facial redness and pustules, rosacea is a skin disease with a significant emotional and physical impact. Despite this, it is poorly understood by a large subset of sufferers who don’t return to their HCP after diagnosis and are ‘lost in a negative cycle’ of low awareness, inadequate self-management, and poor outcomes. As the world leader in rosacea care, Galderma identified an opportunity to educate these patients and help them re-consult with their HCP to aim for clear skin.

‘Face Up to Rosacea’(FUTR) is the first of its kind patient education campaign in this space. Rooted in the mechanisms of behavioural science and equipped with interactive tools, FUTR’s insight-driven approach successfully empowered real-world behavioural change. A sophisticated, personalised online consultation experience nudged ‘passive patients’ towards re-thinking their rosacea, resetting expectations, and motivating them to re-connect with medical care.

Over the course of the six-month pilot, FUTR attracted over 67k visitors to the educational microsite, 12% of whom downloaded the discussion guide to aid a constructive conversation with their physician. Around 50% of surveyed site visitors booked / intended to book an appointment. The successful pilot has enabled modelling of predicted ROI measures for roll out in markets.

Judges' comments

Face Up to Rosacea has very good insights, with SMART and ambitious objectives. It had strong emotive content, good patient insight and was very patient centric. Also demonstrated good evidence of engagement and potential behavioural change.