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The Euro RSCG Life Digital Award

Highly Commended

Psoriasis360 Social Media Campaign

Janssen in association with Creative Lynx


Summary of work

Market research indicated that many patients with psoriasis are undertreated and that patient expectations of treatment success are low. The Psoriasis360 campaign sought to raise awareness of the range of treatment options available to patients and increase their overall understanding of the condition.

The key driver for the campaign was to activate patients to take control of their disease and encourage them to have informed discussions with their healthcare professional (HCP) about the extent that psoriasis impacts their life and to push for better treatment options.

Facebook.com/psoriasis360 sits at the heart of the campaign, educating users with balanced disease and treatment information. It is the first pharmaceutical-company sponsored social media campaign, to allow post-moderated comments, truly facilitating open patient discussion and peer support.

Use of YouTube and Twitter encouraged further patient engagement: broadcasting patient testimonials, tweeting valuable insights and driving traffic to Psoriasis360.com.

Regular communication and content updates took place across all platforms, maintaining campaign momentum and interest from the community.

Targeted smartphone and desktop applications were developed to allow HCPs and patients to assess the emotional and physical severity of psoriasis via clinically validated tools (DLQI, PASI, BSA) and provide patient guidance on discussing treatment options with their specialist.

The intuitive design, functionality and technology of the smartphone and desktop applications enable patients and healthcare professionals to assess their disease severity quickly and efficiently. The usually cumbersome and complex handwritten PASI calculation became effortless and is a key feature of the application.

Judges comments

“An innovative approach in terms of use of social media. The wide range of digital media and social marketing that was integrated into the campaign helped to improve patients’ understanding of their condition and establish if it is being treated appropriately. Good use of insights to ensure that even ‘silent’ patients had plenty of opportunity to share and find out more.”

Stakeholder comments

“We knew there was a great deal of discussion online about psoriasis medications and that patients were engaged with the online environment but information about the condition was lacking.

We needed patients to understand the severity of their condition, and be able to articulate the impact this has on their life so that they and their doctor could become partners in their disease management. We utilised a hub and bespoke social media strategy to develop a fully integrated campaign based around a core Psoriasis360.com website.”

EMEA Marketing Communications Manager, Janssen