Healthcare: Times are changing for psoriasis sufferers

Campaign: Psoriasis - Time for Change
Client: LEO Pharma
PR team: Spink
Timescale: November 2011-October 2012
Budget: £68,000

 

Objectives

•  To reach psoriasis patients via creative channels

• To empower patients to review their treatment regime.

Strategy and plan

Spink conducted a survey that revealed 39 per cent of people with psoriasis were not on prescribed treatment and 47 per cent did not feel confident in their GP's management of the condition. A web resource - morethanpsoriasis.co.uk - was developed to provide information on lifestyle topics and access to patient and expert 'video logs'. These were hosted on YouTube and seeded on relevant websites and blogs.

The Psoriasis Association backed the campaign.

Measurement and evaluation

The campaign generated more than 250 pieces, including in the Daily Mail, Daily Mirror, Prima and Good Housekeeping, and was mentioned on C4's Embarrassing Bodies.

Results

In the first two months of the campaign, the website reached number one in 'psoriasis' Google rankings. It attracted 12,500 unique visitors and more than 34,000 views on YouTube. New prescriptions for psoriasis treatments rose by 11 per cent in 12 months.