Stelara
TV, Video, Original Content, Website, PR, CRM

Problem:

Psoriasis patients were managing their condition in silence — underreporting symptoms to their doctors, unaware of the severity of their disease, and disconnected from a broader community of people who understood their experience. Traditional DTC advertising wasn’t reaching them where they were, and wasn’t giving them the tools to have better conversations with their physicians.

Solution:
“Psoriasis: The Inside Story” created a patient-centered digital ecosystem built around empathy and action. A documentary-style video series brought real patient stories to life. A symptom severity calculator helped patients self-assess and articulate how psoriasis was affecting their daily lives. A “Talk to Your Doctor” checklist gave them a concrete tool to take into their next appointment. The campaign deployed across social media, mobile, and a dedicated website — reaching patients globally, not just in the U.S.

Results:

Over 2,000 patients downloaded the “Talk to Your Doctor” checklist.

Over 82,000 unique website visits.

Over 11,500 patients used the severity calculator.

Over 85,000 Facebook video views across 20 countries.

Over 12,500 app downloads across 53 countries, with an average session length of more than 10 minutes.

The campaign earned 2 Clios, The Global Award, and DTC National Gold, plus 5 additional shortlist nominations.