Excellence in the Use of Data to Inform Campaign and/or Communication of Medical Insight Data

Summary of work

Psoriasis is associated with a number of serious under-recognised co-morbidities – including itch and significantly disturbed sleep. This debilitating element of psoriasis is rarely acknowledged or discussed, even with HCPs who routinely fail to ask their patients if itch/sleep loss is a problem.

Many people who are living with psoriasis “put up and shut up”, with two thirds admitting that they don’t actively seek support from their GP for their psoriasis.

The issue of sleep was first raised by LEO Pharma’s Voices in Partnership (ViP) patient advisory group. LEO Pharma and the Psoriasis Association decided to investigate further with a programme designed to uncover the full extent of sleep deprivation on people with psoriasis.

Market research comprising three elements was commissioned with over 2,000 people: Quantitative with members of the public, quantitative with people with psoriasis and qualitative patient diaries. The research was intended to reveal the impact of psoriasis on itching, sleep and the psychological well-being of patients. The insights informed Wake Up To Psoriasis – a patient activation campaign across media and social channels. This resulted in 75% of patients engaging with the campaign online indicating they will visit their doctor to discuss psoriasis (n = 1,537 people polled).

Judges' comments

A collaborative approach to research generated results than genuinely unearthed new insights.  These formed the foundation of a successful campaign with clear outputs and outcomes measuring the level of action taken based on the campaign content.