Challenge
Global dermatology company Galderma Laboratories, L.P. is the maker of Mirvaso, the first and only prescription drug for treatment of the redness of rosacea – an inflammatory skin condition that affects an estimated 16 million Americans, most commonly women. To launch Mirvaso, Galderma needed to educate consumers about rosacea and encourage them to visit their doctor for diagnosis and treatment.
Approach
Knowing that rosacea primarily impacts women, Galderma sought to engage women on sites they were already searching. Research pointed to the fact that 67% of adults ages 30-49 have looked online for health information in the past year and 76% of women use social networking sites, so the core approach was to create a relatable, digital engagement campaign.
The campaign sought to increase conversation and buzz about rosacea and Mirvaso Gel ,indicated for the persistent facial redness of rosacea, within the beauty blogging community and motivate women to seek professional treatment rather than conceal the redness of rosacea with makeup. The centerpiece of the campaign was an embeddable microsite that hosted educational content about rosacea and Mirvaso Gel, as well as a portal with a sweepstakes component to enter for a chance to win a trip to the Emmys in Los Angeles. Bloggers were encouraged to share the embeddable microsite with their readers and were also entered into a separate contest to win their own trip to the Emmys.
Results
Results exceeded expectations and met all objectives. The program increased consumer awareness about rosacea, helping to medicalize the condition, with nearly 36.9 million online impressions, 25,533 online mentions of rosacea, and more than 300 blog and social posts.
Campaign blog posts and program materials included messaging about rosacea and importance of seeking treatment. Additionally, Break Up With Your Makeup drove online buzz around Mirvaso Gel, increasing product demand, with over 44,000 views of the microsite th.roughout the program, a 100% increase in visits to Mirvaso.com as a result of the program, and 100% branded mentions in program placements; including photographic evidence of results of the product.
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