New drug launch
New psoriasis drug launch in a competitive market
Entering the crowded psoriasis treatment market with a new interleukin inhibitor presented significant challenges to our client. Dermatologists and general practitioners (GPs) are overwhelmed with options, making it tough for any new drug to capture their attention and trust. Our client, a leading pharmaceutical company, wanted to overcome these obstacles and succeed in a market filled with established treatments.
This case study highlights a strategic, multi-channel advertising campaign that increased the product's visibility and encouraged quicker adoption, allowing patients to benefit from the improved treatment sooner.
Objective
Strategically launch a new interleukin inhibitor for psoriasis in a highly competitive market by increasing product awareness, engaging healthcare professionals, and influencing prescribing behaviors, leading to quicker adoption and improved patient outcomes.
Target audience
Dermatologists and GPs.
Campaign strategy
During 11 months we delivered news on the homepage, homepage banner, search banner, and a CME video.
Conclusion
The launch of the new interleukin inhibitor for psoriasis was a standout success in a tough, crowded market. Through a smart, multi-channel campaign, we managed to capture the attention of dermatologists and GPs, driving real engagement and making a noticeable impact.
Searches for the drug increased by 150%, moving it from 4th to 2nd place in the market—proof that our strategy worked. The doubling of interest in packaging, pricing, and dosing details shows that more doctors are ready to prescribe it, meaning patients are now getting access to a better treatment faster.
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