The Launch That Shifted a Treatment Paradigm

THE PROBLEM

You’re a company no one knows.
Launching its very first product.
Into one of the pharmaceutical industry’s most crowed categories.
And you can’t afford to outspend your competitors.

How do you make your launch successful?

THE INSIGHT

The last thing Dermatologists thought they needed was another psoriasis treatment.

With  well-established treatment pathways and a crowded marketplace of medications to choose from, HCPs felt confident they had this covered.

But patients didn’t share their optimism.

Between social stigma, side effects, unsightly plaques and unpredictable flare-ups (even when their skin was clear) they got little relief from the burden of psoriasis.

VTAMA cream had the efficacy and safety profile to change all of this. But each audience needed something different from us.

 

THE SOLUTION

Two bold creative campaigns.

CLEAR THOUGHTS explained to Dermatologists that benefits of VTAMA cream are physical and mental. Yes, it can clear the plaques from a patient’s skin. But it can also take psoriasis off patients’ minds.

TOPICAL UPRISING validated patient’s unsatisfactory experiences with psoriasis treatment. It was a rally cry, inspiring them to stand up and demand more

CLEAR THOUGHTS

Showing Dermatologists what true relief looks like

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Journal Ad: Bigfoot going on a date

Journal Ad: Shark at a Sushi Bar

Journal Ad: Hippo Dance Marathon

TOPICAL UPRISING

A rally cry to galvanise dissatisfied patients

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60 Second VTAMA cream connected TV spot

THE RESULTS

The launch of VTAMA cream exceeded expectations:

  • VTAMA cream became the #1 prescribed branded topical treatment for adults just 8 weeks after PDUFA

  • +100,000 unique prescribers

  • 28,546 savings cards generated

  • 1.37 million unique visitors to the VTAMA cream website