Confideo Labs for Boehringer Ingelheim
Generalized pustular psoriasis (GPP) is a rare and life-threatening skin condition, distinct from plaque psoriasis, causing painful pustules across the body due to neutrophil accumulation in the skin. Boehringer Ingelheim, the manufacturer of SPEVIGO, a treatment of GPP in adults and children 12 years and older who weigh at least 88 pounds, sought to engage and educate dermatologists about the urgency of diagnosing GPP and the clinical efficacy and impact of SPEVIGO.
The brand partnered with Confideo Labs to develop an interactive, immersive multimedia tool to viscerally and visually demonstrate the severity of GPP and how SPEVIGO could help. The strategic campaign took a dual-platform approach, amortizing complex 3D content to enable the deployment of an enterprise augmented reality application for use by sales representatives, in the field and at conferences, and a web-based 3D presentation for non-personal engagement. Across channels, the progressive presentation allowed dermatologists to intuitively explore the disease and interactively adjust severity levels to immediately understand the benefits of treatment.
This cutting-edge immersive multimedia programming captivated audiences, achieving prolonged multi-dimensional engagement. The experience effectively dramatized the visualization of GPP, evoked empathy, and created understanding to elevate awareness and urgency to treat. Both sales representatives and dermatologists were impressed, calling it “the most innovative way to engage and educate on GPP.” Dermatologists expressed how the interactive experience deepened their understanding of GPP and the critical need for timely intervention.
FINALISTS:
APDS Awareness: Educating Healthcare Professionals for Better Identification of Patients with the Ultra-Rare Disease, APDS (Equals 5 and Rare Expertise)
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SPEVIGO Branded Immersive Presentation (Confideo Labs for Boehringer Ingelheim)
TEZSPIRE and The Ninja Nerd Partner to Disrupt ATS 2024 with HCP Education (Imre)
Vertex Pharmaceuticals: Helping an Underserved Community Uncover a Deeper Diagnosis (Spectrum Science)
