SITUATION

Atopic dermatitis (AD) imposes a substantial and often underestimated burden on patients’ quality of life, affecting physical comfort, emotional well-being, and daily functioning. This significant impact underscores the urgency for prompt and effective treatment to alleviate patient suffering and improve overall health outcomes. Despite this, the profound burden often goes unnoticed or is dismissed, leading to a lack of urgency in delivering effective treatment options.

APPROACH

Research

• Social Listening: Collected authentic, unbiased stories from individuals living with AD.
• Patient Experience Mapping: Mapped the patient journey to identify critical touch-points and challenges.
• Moments that Matter: Highlighted the overlooked and under appreciated aspects of the patient experiences

Video Campaign Development

• Targeted Campaign: We developed a video campaign to engage HCPs, deepen their understanding of AD.
• Behavioural focus: Applied behavioral principles to combat apathy and inspire change among professionals.
• Impactful Stories: Featured diverse, authentic patient experiences highlighting the daily impact of AD.
• Visual Storytelling: High-resolution imagery of symptoms convey the physical realities.
• Audio Elements: Illustrates the emotional and psychological burdens.
• Interactive Educational Content: Expert commentary on AD pathophysiology and personalised care plans.
• Multichannel Distribution: Leveraged across digital platforms, medical forums, social media, conferences.

OUTCOMES

• Emotional Engagement: Elicited strong emotional responses from HCPs, fostering renewed empathy toward patients.
• Qualitative Feedback: Attendees reported increased awareness of AD’s impact and a greater appreciation of the need for more progressive treatment.
• Behavioral Shift: Physicians communicated that their mindsets had changed about the disease burden, creating communicated urgency by breaking the initial apathy.