Gold
Sun Pharma and Fingerpaint
Treat What Happened Yesterday, Today
Cue up some Bee Gees and picture yourself in a tie-dyed poncho. Levulan.com jolts visitors back to the 1970s as it gives them the lowdown on sunspots they may well have acquired during the Carter administration, slathering themselves with baby oil rather than sunscreen.
The site addresses two barriers in the current patient journey to treat these sunspots, known as actinic keratosis (AK). First, most don’t know they have it and are usually at their dermatologist wondering what their dry, crusty skin is all about. And second, treatment typically isn’t discussed — many dermatologists may not even call it by its name.
The site highlights the benefits of treatment with Levulan Kerastick + Blu-U, targeting people 55 and older. With plenty of 1970s kitsch, it drives home the message that this skin problem isn’t from anything they currently do but a leftover from their pre-sunscreen glory days. And because its research uncovered just how fond these baby boomers are of those good old days, they wouldn’t trade their sun-soaked memories.
So with a budget of just $264,000, it packed the site with macramé bikinis, way-too-short shorts and a day-at-the-beach vibe, offering plenty of in-depth information on sun damage, skin cancer education and treatment information. Our judges say the site is strong and engaging.
Since the launch of the Treat What Happened Yesterday, Today campaign, ads have driven 158,000 unique users to the site, where 60% of the audience is deeply engaged, compared to the industry average of only 25%.
Silver
Boston Scientific and Merge
Pain.com
Chronic pain, plaguing 50 million Americans, is complicated. So with its acquisition of Vertiflex, a device targeting back pain, Boston Scientific created a site that makes a patient-friendly experience tailored to every step of their journey, as personalized as pain itself. It spurred a 64% increase in page views and a 47% rise in time on page.
