Since dermatologists are surface oriented (they evaluate the skin--which is different from a cardiologist's internal perspective), we decided to produce a Live Show with two broadway actresses. One actress represented the outer spoken thought of a psoriasis patient, while the other actress represented the inner thoughts and desires of the patient--the patient who has trouble expressing her thoughts and desires to her dermatologist. In between the two actresses, an animation played, illustrating and punctuating statistics of the problem patients face while the dramatization occurred. The show began whenever a large audience amassed and occurred periodically over 3 days, resulting in 19 shows all together.

This dramatization was based on a real insight that came through in consumer market research. Psoriasis leaves many patients stigmatized and isolated.