Janssen's Psoriasis 360 social media campaign

The winner of the Hill & Knowlton Award for Innovation at the 2011 PMEAs was Janssen's ground-breaking Psoriasis 360 social media campaign.

Produced in association with Creative Lynx, this sought to raise awareness of the range of treatment options available to patients and increase their overall understanding of the condition.

It put the Psoriasis 360 Facebook page, which Janssen ran from 2010 to 2012, at the heart of the campaign, in the process becoming the first pharma social media campaign to 'post-moderate' comments.

Allowing comments to be posted before they were moderated facilitated open patient discussion and peer support, while aiming to work within the spirit of UK pharma's Code of Practice.

The campaign's use of YouTube and Twitter encouraged further patient engagement, broadcasting patient testimonials, tweeting valuable insights and driving traffic to the campaign's Psoriasis360.com website. There were regular communication and content updates across all platforms to maintain campaign momentum.

Janssen also developed smartphone and desktop applications to allow HCPs and patients to assess the severity of psoriasis and provide patient guidance on discussing treatment options with their specialist.

The PMEA judges felt the campaign provided “an innovative approach in terms of use of social media” and they praised the way it gave even 'silent' patients the opportunity to share information and find out more.

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