The DUPIXENT® Patient Marketing Team
Regeneron and Sanofi Genzyme
Agency Partners: Snow Companies, Arnold, and MicroMass Communications
Sandy Sexton, Director, Consumer Marketing, Regeneron Healthcare Solutions
Carolyn Levin, Director, Consumer Marketing Sanofi Genzyme US
Debra D’Amico, Senior Director, Consumer Marketing, Sanofi Genzyme US
Putting Patients Front and Center
Eight million people in the U.S. live with eczema, and 1.6 million of them live with chronic uncontrolled moderate-to-severe eczema (atopic dermatitis), caused by an underlying immune response sending inflammatory signals to the surface of the skin. But, for the first time, a treatment is available specifically for those living with uncontrolled moderate-to-severe atopic dermatitis: DUPIXENT® (dupilumab), a first-of-its-kind self-injectable treatment that works with the body’s own immune system to heal the skin from within.
But for years, those with moderate-to-severe atopic dermatitis felt embarrassed, misunderstood, and frustrated—they lived through their pain in isolation. That’s why the DUPIXENT consumer marketing co-promote team, composed of professionals at Regeneron and Sanofi Genzyme, decided to educate people to understand what atopic dermatitis is and to build a community so those affected don’t feel alone anymore.
The co-promote team released strategically targeted branded and unbranded tactics, from print brochures to advocacy relations, from TV commercials to blogs, from live programs to banner ads—and all of it involves patients in a meaningful way. They also decided to bring in the patient engagement experts from Snow Companies to launch two phases of Patient Ambassador® programs.
Phase one consists of a disease awareness Patient Ambassador program in which participants share their real-life experiences on all unbranded platforms, including on eczemaexposed.com. This will allow the marketing team to gradually transition all disease awareness materials to feature real people affected by atopic dermatitis. This group of Patient Ambassadors will educate HCPs, patients, and other stakeholders about the relevance of the issue throughout 2018.
In a second step, they have also kicked off a branded DUPIXENT MyWay Patient Ambassador program in order to share real patient stories about their experience with uncontrolled moderate to severe atopic dermatitis and treatment with DUPIXENT. The DUPIXENT MyWay Patient Ambassador program will start educating HCPs, patients, and other stakeholders later this year.
These efforts are already making an impact on patients. “There is nothing like meeting and speaking to others who know from firsthand experience what it’s like,” says Anthony, DUPIXENT MyWay Ambassador. “It’s an incredible feeling to be validated and vindicated.”