Rx EDGE® Pharmacy Networks builds psoriasis awareness to boost prescription sales
Messages delivered in the OTC hydrocortisone section reach a receptive audience
Summary and Background
Many of the estimated 7.5 million afflicted with psoriasis in the United States
experience anxiety, embarrassment and low self-esteem. Though treatments are
available, it is common to think the disease is just a dry-skin problem and self
treat with moisturizing lotions or OTC hydrocortisone products. Further, the stigma
associated with psoriasis makes many hesitant to seek medical treatment.
To help raise disease awareness, the brand team for one psoriasis medication pursued a strategy to inform and educate the public about the condition and treatment options. They knew it would be a challenge to persuade consumers to use a medication that cost significantly more than a typical OTC treatment for a 30-day supply, and had to be injected. The strategy, therefore, was to motivate consumers to learn more about the disease and better understand the potential benefits of drug treatment for managing symptoms and bringing long-term relief. At launch, a major Internet and television advertising campaign featuring a professional athlete had yielded disappointing results, so the team turned to Rx EDGE to develop an in-store promotional campaign using Solutions at the Shelf™. They had never considered in-store marketing, but were willing to give it a try to improve disease awareness and build interest in the product.