Rosacea affects an estimated 40 million people worldwide. However, doctors have been hesitant to diagnose and treat it because nothing available provides the effective results patients are looking for.

Challenge: prove to physicians that they now have a topical which delivers the efficacy they and their patients have longed for.

Objective: create a campaign highlighting the strength of this product and its ability to eliminate rosacea once and for all.

Strategy: differentiate this topical from others based on the fact that the efficacy it provides is second to none.

This campaign execution is unlike anything seen before in dermatology for the treatment of rosacea. It’s based on the story of good versus evil—strong versus weak—a story with which everyone can identify. Our topical is the hero, able to conquer a cocky condition that has had nothing to fear—until now!

This campaign was first developed for a US launch. Promotion began February 16, 2015, and all tactics are still in use today.

To make an impact and gain maximum exposure, this campaign is showcased in personal and nonpersonal channels. Representatives are using it, along with an animated campaign video, on iPads during sales calls. It appears in journal advertisements and online within the physician website, banner advertising, and professional emails. Print materials include stress balls, posters, comic books, flash cards, medical brochures, and such patient materials as educational brochures and co-pay cards. High-profile tactics at the American Academy of Dermatology convention were also used.

The dermatology market is flooded with faces cleared of a number of different conditions. Our amazing campaign is groundbreaking and stands out from the others by featuring an animated hero that shows Soolantra is strong enough to overpower papules appearing on the face of sufferers.

Overall feedback from doctors about this campaign has been extremely positive. After only 8 official weeks in the US market, Soolantra has reached 6.2% market share of the overall topical rosacea market (9.7% share in the dermatology segment alone). Awareness of Soolantra is high, as indicated by 60% of respondents participating in an early postlaunch physician survey. Additionally, there has been a steady increase in total prescriptions since launch, with a current average of almost 5000 per week. Total revenue is currently tracking above the current forecast.