People with plaque psoriasis want clear skin. And though recent treatment advancements have made that a possibility, patient doubts were getting in the way of going to a dermatologist and asking for it. Our task was to grow the market by getting patients back to their dermatologists who could help them. To do that, we needed to address patient doubts head on – educating them about their condition, about what treatments could offer to them, and how a dermatologist could help them achieve real clear skin.

Real Clear is a creative idea with the qualities, characteristics, and power of an intervention. It’s a mixed-media campaign that blends real-life, living-with-psoriasis moments, with flashes of social-inspired graphics, hyperbolic animation, and “Dammit, you deserve better” messaging. Every asset serves up a powerful dose of reality. It holds a mirror to the coping behaviors psoriasis patients take on, showing them for what they really are—barriers to getting real clear skin. The campaign busts the myths and removes the doubts people have of ever finding an effective treatment for their psoriasis…and drives home the new reality that real, clear skin is possible by contacting a dermatologist.

We designed a surround sound campaign that would bring psoriasis sufferers face to face with their doubts, which were proving to be their biggest obstacles to clearer skin. Whether watching tv, browsing online, or scrolling through social media, wherever patients went they were met with a reminder of the embarrassing and painful moments they understood all too well living with psoriasis. By connecting with patients through these moments, the campaign would then inspire them to believe in treatments again and to seek out their real clear skin by contacting a dermatologist.

Recognizing the immense number of individuals who stood to gain from a new treatment approach towards plaque psoriasis, we were driven by a sense of urgency. Our team’s pace was nothing short of remarkable.

Real Clear leaped from concept to in-market in just four months. This rapid development included a comprehensive production involving both broadcast and social media teams, which propelled our message across a broad spectrum of platforms nationwide including:

- Broadcast and radio

- Social media plus paid influencer content

- Display

- Campaign Landing Page and website integration

- CRM

This comprehensive engagement strategy ensured our campaign touched every corner, bringing essential treatment options into the spotlight swiftly and effectively.

After launch, traffic to site went up more than 70%. The number of people searching for a doctor on site more than tripled. And patients were ready to find a treatment that could provide clear skin, with click throughs to the branded site more than doubling.