PM360 2019 Trailblazer Awards Interactive Marketing Program Winner Sanofi Genzyme, Regeneron Pharmaceuticals, and MicroMass Communications

Atopic Dermatitis Insider (Sanofi Genzyme and Regeneron Pharmaceuticals, Inc., MicroMass Communications, Inc.)

Atopic dermatitis (AD) is largely known as a “surface” condition. AD is a form of eczema that affects the skin, resulting in dryness, cracking, itching, redness, and swelling. The Atopic Dermatitis Insider campaign draws attention to the fact that while AD is a skin condition, the cause can go deeper than the skin’s surface. AD is caused by an immune system dysfunction that Sanofi Genzyme and Regeneron Pharmaceuticals want to bring awareness to what might be going on under the skin. MicroMass developed a disease education CRM program to help inform and build coping skills for adolescents suffering from AD and their caregivers.

AD typically begins in childhood and can be a burden for teens. They’ll experience both physical and emotional symptoms during the particularly challenging period of their growth and development. Caregivers are also impacted, as they struggle to find solutions for their child. Caregivers must deal with treatments that are time consuming to administer, as well as the concern about how their teen is coping with AD at school and with peers.

To reach this audience, Atopic Dermatitis Insider was aligned to the way that teens interact with digital and social content. Interactive experiences were built into the website from a behavioral approach, with the goal to attract attention, provide education, support, and build skills. An animated character, “SID,” helps guide users through site content. This includes resources to facilitate better conversations with their healthcare team as well as distraction videos that are used to help teens cope with the urge to scratch.

Furthermore, mindfulness experiences help teens focus and reduce stress, while podcasts provide teens with examples of how to live more positively and encourage control and confidence so they may feel comfortable managing their AD into adulthood. In 2019, the overall average meaningful click to open rate is 25.6% for the five-email cadence driving to the Atopic Dermatitis Insider site. This is almost twice the industry benchmark.

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