Novartis and The Considered
PsO AR Experience

People with nail psoriasis (PsO) are three times more likely to develop psoriatic arthritis (PsA), an intensely painful condition. Yet dermatologists often use a “wait and see” approach, which can mean the disease progression is severe enough to cause irreversible joint damage. And because the risk of PsA lies beneath the skin, providers often deprioritize managing joint damage and focus only on the visible nail psoriasis. 

Using market research, field visits, stakeholder interviews and design thinking workshops, the team understood that there is sometimes a crippling lethargy in response to print and digital aids. Engaging the field force throughout this iterative design process, the team drew up key priorities and rough parameters for the concept. Significantly, it developed a culture of innovation throughout the sales organization.

The resulting visual aid allows reps to project both nail PsO and joint damage on the dermatologist’s hand, making the connection between PsO and PsA immediately apparent. The slick interactivity of the AR performance, combined with the high-fidelity visual rendering, illustrates the issue in a relatable and compelling way, ensuring the message hits home.

The sales tool differentiates the Cosentyx field force, allowing reps to create memorable face-to-face and virtual customer calls. And it provides a flawless performance and wow factor to facilitate compelling conversations and, in turn, enhance brand reputation.

Still in the early stages of rollout, the tool is already generating positive field reception. “This is something dermatologists have never seen,” said one sales rep. “I’ve had much longer discussions than I’ve had in years.” 


Horizon Therapeutics and Area 23
Toxic Portraits

This effort is built on irrefutable chemical evidence. When master printmakers used uric acid on copper plates to make portraits of gout patients, they learned the acid is so strong it disintegrates the metal. These portraits, which illustrate the misery of a diverse group of patients, were a new and alarming representation of gout pain. To date, 1,000 prints and posters have been sent to rheumatologists and nephrologists nationwide.