Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

It is not permitted to appeal for ethical drug prescriptions directly to the patients in Japan. Communication on ethical drugs is allowed only towards doctors.

Describe the target audience and why your work is relevant to them.

The target is psoriasis patients who tend to be discouraged by their disease state.

Background

Patients with psoriasis, a chronic disease, continue to receive drugs carelessly and do not consider changing treatment strategies. In addition, this disease cannot be cured completely. Patients are often exposed with their appearance to the prejudiced eyes of people. Hence, patients tend to feel depressed. Therefore, we wanted to change patients' minds and society's perception of this disease and encourage better diagnosis and support.

Describe the strategy

The site acting as a hub attracts customers (SEM) and provides unique content and apps. In addition, on World Psoriasis Day (on the 29th of October every year), a campaign called Psoriasis Rebranding was held to send a message through the media, and we launched dance videos to symbolize it.

Describe the execution

On May 1st, we released content on the website and YouTube On August 1st, we released the application. On October 21st, we launched the special campaign page and held press seminars.

List the results

Approximately 150,000 people visited the website during the campaign period (It represents 15% of psoriasis patients in Japan) About 110,000 YouTube views in all related videos. There were many tweets such as: "I want society to know more about psoriasis in the wake of this" and "I am thinking to get a better diagnosis at the hospital."