Finalist
Face up to Rosacea
Summary of work
Characterised by persistent facial redness and lesions, rosacea is a skin disease with a significant emotional and physical impact. Despite its prevalence, rosacea is poorly understood by many who are ‘lost in a negative cycle’ of low awareness, inadequate self-management, and poor outcomes. As the world leader in rosacea care, Galderma wanted to support patients to talk to their HCP with an open and positive mindset, and work towards improved outcomes.
‘Face up to rosacea’ (FUTR) is a patient educational programme successfully activated in 12 key markets during 2021. Rooted in the mechanisms of behavioural science and equipped with interactive tools, FUTR’s insight-driven approach successfully empowered real-world behavioural change. Alongside traffic driving content and an educational microsite, a sophisticated online HCP-patient discussion guide supported more constructive conversations about rosacea. The personalised readout from the online consultation was successful in nudging ‘passive patients’ towards re-thinking their rosacea, resetting expectations, and motivating them to re-connect with medical care.
Globally, FUTR attracted 550,000+ visitors to the microsite and 12% downloaded their personal guide. Over 40% booked (or intended to) an appointment with their physician following interactions with the programme. Of those who attended an appointment, 55% were diagnosed with rosacea and prescribed treatment.
Judges’ comments
The judges thought the campaign structure and execution of the ‘Face up to Rosacea’ entry was very successful, based on good insight from the pilot phase. A powerful campaign with really strong interactive digital tools used by pre-patients.
