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Wake Up To Psoriasis Patient Activation Programme

by WE Communications for LEO Pharma

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.


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Category Sponsors

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253