Winner
Dovobet Gel Designed with Patients in Mind
Summary of work
The LEO Pharma UK launch of Dovobet® Gel (calcipotriol/betamethasone dipropionate) in January 2011 was the largest in the history of dermatology.
Psoriasis is a chronic, incurable skin condition, the physical and mental impact of which can be more damaging to quality of life than cancer. Yet GP apathy is common.
Despite recognition of the issues their patients were facing, lack of resources to understand the cause prevented GPs intervening. They didn’t realise that patients struggle with current psoriasis treatments and that poor adherence and outcomes are a huge issue. These difficult experiences and lack of support compounded patients’ feelings of isolation, often withdrawing from society.
This insight formed the basis of our approach. We HAD to improve outcomes, combining the launch of a desperately needed improved treatment option with solutions to aid adherence, mobilise and re-energise those who’d lost hope and reduce the psychological impact of psoriasis. GPs needed to become more empathetic and understand why acceptable treatments and support were essential to improve outcomes.
Through extensive, consultative pre-launch planning, a ground-breaking campaign was developed. The insight driven approach resulted in an incredible response, over-achieving all objectives post-launch and global adoption of the strategic framework as best practice for LEO.
Executive summary as submitted
Judges’ comments
“It was a really comprehensive campaign that clearly showed they had done their homework.”
