Challenge:

Acne vulgaris can impact people at any age or stage of life and occurs because of excessive sebum (oily wax) production resulting from androgen (skin hormone) stimulation. Our client released the first topical medication capable of treating acne vulgaris in females and males to market in November 2021, which still withstands its first-in-class status. Before its release, systemic oral medications were the only option for androgen receptor inhibition, though, they can cause severe reactions or can exclude use in male patients. Because of the novel way to topically treat acne vulgaris, educating both patients and healthcare professionals on the availability, mechanism of action, and the role of androgens in acne was a crucial marketing objective.

Solution:

Meeting the needs of each specific audience through informative campaign efforts. This included increasing awareness of how acne forms and the first topical innovation in over 40 years. Keeping in mind that this information may be complex for patient audiences—and a refresher for healthcare professionals who have been using the same treatments for years—the goal was to break down the information using various channels, branded and unbranded. Message testing led to best practices later used to craft interesting, relatable, and inclusive content and graphics for the campaigns. What better way to promote a topical meant for all patients (12+) than to include thoughts and experiences to connect with consumers and healthcare professionals!

Impact:  

Launched November 2021 and exceeding initial targets