There’s a common misconception that eczema is “just eczema” (atopic dermatitis). That it’s just an annoying itch or an unsightly rash. But for people living with the disease, the actual impact is much worse. They desperately search for more information, hoping to have that “eureka!” moment that will unchain them from the cycle of treatment failure they’ve become accustomed to.

There’s a large gap between the level of eczema education in the United States and the level of education our patients are seeking. Significant education is required to help them understand the nature of their disease and new, effective treatment options that are coming. Patients need a clear path to advanced treatment and a simplified way to think about their disease.

Objectives:

? Help patients better understand the nature of their disease

? Establish the company as the best-in-class-resource for eczema

? Generate highly qualified leads for future communication

Research tells us that patients are stuck in an endless treatment cycle, finding ‘nothing works’ and they are desperately trying to find their way out. They require education and motivation to understand the nature of their disease – and it’s just not out there.

Enter Eczema Headquarters, a disease education platform that delivers a deeper level of eczema education in a format that’s modern, engaging, and practical. It is a fictional research facility where the world’s foremost eczema nerds come to educate the public. The result? An interactive learning platform—one where people with eczema engage in a playground of educational and entertaining content, armed with knowledge and a plan of action.

Our target is seeking mastery and control over their eczema and is open to new (medical/advanced) solutions. Our goal is to nurture a long-term relationship by understanding visitor needs through engagement, personalization, and ongoing delivery of new, relevant information.

Research tells us that patients are stuck in an endless treatment cycle, finding ‘nothing works’ and they are desperately trying to find their way out. They require education and motivation to understand the nature of their disease – and it’s just not out there.

Enter Eczema Headquarters, a disease education platform that delivers a deeper level of eczema education in a format that’s modern, engaging, and practical. It is a fictional research facility where the world’s foremost eczema nerds come to educate the public. The result? An interactive learning platform—one where people with eczema engage in a playground of educational and entertaining content, armed with knowledge and a plan of action.

Our target is seeking mastery and control over their eczema and is open to new (medical/advanced) solutions. Our goal is to nurture a long-term relationship by understanding visitors needs through engagement, personalization, and ongoing delivery of new, relevant information.

There’s a large gap between the level of eczema education in the United States and the level of education our patients are seeking. Significant education is required to help them understand the nature of their disease and new, effective treatment options that are coming. Eczema Headquarters was the answer for people with eczema to help them find a clear path to advanced treatment and a simplified way to think about their disease.

We launched Eczema Headquarters across multiple digital channels in April 2021. Leading with social drivers, Eczema Headquarters has a strong social presence with both organic and paid content spanning across TikTok, Facebook, and Instagram, which is highly relevant to the high prevalence of eczema sufferers already present on these social channels. The Eczema Headquarters platform consists of a personalized website and CRM experience tailored to each patient based on where they are in their eczema treatment journey. In addition to the social drivers, we launched with additional promotional drivers within display and CRM space, helping to increase awareness of Eczema Headquarters and driving traffic to our site.

Reach of 2.8M+ unique people since launch who spend 20% more time versus benchmark*

Average time on site = 2:12 minutes vs. benchmark* = 1:50; Patient Stories play rate = 1.5%, Treatment video play rate = 1.6% vs. benchmark* = 0.9%

“Patient Stories” videos = 67% lift in play rate versus benchmark*; “Treatment” video = 78% lift

Visitors receiving a personalized experience viewed on average more pages during their visit and spent significantly longer time on site, and were +3.5% more likely to engage in onsite priority activities

Lower funnel audience had the highest increases with +34% pages per visit, +72% time on site and +51% MVA rate

CRM registrations = 41K, of which the personalized streams resulted in 8.5% overall open rate and 9.8% click-to-open rate (17.1% click-through-rate for lower funnel audience)

As disease education, sales metrics are not relevant

* Benchmark = initiatives within company’s Immunology business