PM360 2020 Trailblazer Awards Dermatology Brand Champion Shannon Lia-Onay

Shannon Lia-Onay, Director, Patient Marketing, EUCRISA®, Pfizer

Eczema is a chronic skin condition affecting more than 18 million children and adults in the U.S., with 90% of them suffering from mild-to-moderate eczema. EUCRISA® treats mild-to-moderate eczema (atopic dermatitis) in ages 3 months and up. Shannon Lia-Onay drives all of the brand’s consumer strategy, advertising, social community management, and beyond for this patient-centric Rx product. She not only rises to every occasion, but she raises the bar for herself, the brand, and for patients.

Just one example of how Shannon does this is how she seeks out new ways to lead Pfizer in the execution of social advertising and community management, including charting the path forward to leverage Instagram capabilities in new ways. Furthermore, she developed new approaches to expand patient recruitment via social media by expertly leading a cross-functional, multi-disciplinary team. She has built a reputation of being the “go-to social lead” within Pfizer based on her leadership and numerous accomplishments. In fact, as a result of several of her efforts, Pfizer has updated guidelines to allow for other brands to follow in her footsteps.

As for results, key performance indicators (KPIs) for social advertising have increased under her stewardship. The brand is seeing its most powerful creative in market to help educate patients about this condition and EUCRISA as a potential treatment option. Facebook has even praised the EUCRISA social efforts. “EUCRISA Team’s bold commitment to innovation has raised the bar for how pharma builds brands and connects with patients on mobile,” said Eva Press, VP, U.S. Global Business Group at Facebook.

For more information about EUCRISA, including Important Safety Information, please visit


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