The Campaign
We were briefed by Basilea Pharmaceuticals to promote its licensed hand eczema drug, Toctino, to healthcare professionals, and raise awareness of the condition to patients.
The PR strategy focused on highlighting the psychological impact of hand eczema and the limitations it has on the UK’s six million sufferers and their daily lives.
Activity included:
- Psychological study with 1,000 patients
- i-pad App for healthcare marketing, featuring video testimonials from patients successfully treated with Toctino
- Lifestyle campaign with TV gardener and eczema sufferer Alys Fowler to raise awareness of hand eczema amongst the UK’s 41 million gardeners
- Media relations – case study placement, collaborations with dermatologists and patient support groups
The Results
Increased awareness and usage of the eczema treatment Toctino, helping the drug reach its commercial potential, culminating in a £146 million sale to GlaxoSmithKline in 2012
More than 20 million reached with campaign messages
Widespread coverage in health, consumer and social media channels
Campaign research presented to the British Association of Dermatology and published in a dermatology journal
What the client said...
“Disease awareness of hand eczema was an important factor influencing the successful uptake of Basilea’s dermatology drug, Toctino. The PR campaign generated fantastic results. By having an in-depth understanding of the media, coupled with strong relationships with healthcare professionals, patients and patient support groups, Justine Rawlins PR were able to generate widespread consumer media coverage. Justine Rawlins PR’s role was key to our overall marketing drive and the results exceeded all PR targets.”
