Maaza Martin, Senior Director, Marketing, Tarsus Pharmaceuticals, Inc.
Demodex blepharitis (DB) is a highly prevalent, yet often missed or misdiagnosed lid margin disease that impacts approximately 25 million eye care patients in the U.S. Even when the signs of the disease—such as eyelid inflammation, redness, and collarettes—are right in front of our eyes, the patient population is still vulnerable to underdiagnosis.
To help address this challenge, Maaza Martin lead the development of a relatable disease education campaign, Look at the Lids, along with creative agency Moon Rabbit. Maaza worked closely with eye care professionals on finding real patients with DB and featured them—and their virtual eyelid tattoos—across educational tools and resources, including an informative website, social media channels, conference booth, and more. A wake-up call and call-to-action in one, Look at the Lids has helped eye care professionals set sights on identifying patients with Demodex blepharitis.
For the 2022 American Academy of Ophthalmology (AAO) Annual Meeting in Chicago, Maaza and team put together a targeting strategy that had a tremendous effect on the performance of the site, increasing site sessions by over 450% (vs. the previous period), all while maintaining more than 60% site session deep engagement and besting all healthcare benchmarks for time on site and engagement by over 28% consistently through the activation.
Outside of her work on the campaign, Maaza has also been instrumental in championing diversity, equity, and inclusion (DEI) efforts at Tarsus, which includes helping form a DEI council, and spearheading the development and execution of Juneteenth programming and engagement with the University of California Irvine Black Student union.
