Excellence in Engagement Through Digital Channels

Summary of work

Several recent initiatives have successfully improved awareness of rosacea as a facial skin disease with a significant emotional and physical impact. Yet a large subset of diagnosed sufferers remains underserved – ‘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 support ‘non-consulting patients’ to re-connect with HCPs and aim for clear skin.
‘Face up to Rosacea’ is the first of its kind patient education campaign in this space. Our digital landscape analysis identified high traffic channels where our audience sought self-help and we devised a continual engagement loop that attracted attention and landed personalised content-experiences. FUTRs sophisticated online consultation journey nudged ‘passive patients’ towards re-thinking their rosacea, resetting expectations, and motivating them to re-connect with medical care.
FUTR’s six-month pilot effectively empowered real-life changes in rosacea management. The campaign attracted over 67k visitors to the discussion-guide builder platform and 12% downloaded their personalised tool, designed to aid constructive conversations with their physician. Around 50% of surveyed site visitors booked / intended to book an appointment. The successful pilot enabled modelling of predicted ROI measures to support roll out in five more markets that originally anticipated.

Judges' comments

Based on the best benchmarking research in the category, using modelling elements and building a clear journey, based on which learnings were and will be applied, the Face Up To Rosacea campaign has long-term potential. It also went beyond awareness, including the delivery of solutions for patients