Gold
Pfizer and Mosaic Group
Not Just Hair Loss — Alopecia Areata Payer Campaign
Alopecia areata, which causes people to lose large clumps of hair, is an autoimmune disease. But to many payers, it is just a vanity complaint — nothing they feel worthy of coverage.
This campaign aims to change that, persuasively teaching payers about the causes of the disease and — more importantly — the people who suffer because of it. Ads focus on alopecia areata patients who share their stories. Strong, stylish photography shows how varied and severe it can become if left untreated.
More than 3.5 million Americans suffer from this illness, which dramatically impacts their quality of life. Many have related psychological distress, depression and suicidal thoughts.
After initial research revealed that as many as 33% of payers and pharmacy benefit managers saw alopecia areata as a cosmetic condition, and with the launch of ritlecitinib on the horizon, Pfizer aimed to generate greater understanding with an unbranded campaign. A two-pronged approach included insight mining, using Mosaic’s proprietary panel of active market access decision-makers. And then, in co-creation sessions with payers, clinicians and patient advocates, it explored the struggles of patients with alopecia areata.
The judges loved the innovative co-creation sessions and praised the campaign’s emotional and compelling approach that emerged as a result.
Sharing this perspective with the payer population was critical to the strategy so patients suffering from alopecia areata could access the latest and most effective prescription therapies. The campaign exceeded all metrics, yielding 1.2 million impressions.
Silver
Myomo and Axon
Access to Movement: The Life-Changing Benefits of MyoPro
After a stroke, about 80% of patients have some motor impairments. And while MyoPro, an electronically controlled brace that can help regain function in arms and hands, is highly effective, many insurers won’t cover it. Emails offering this simple personalized toolkit scored a 60% open rate. And it sparked an 11% improvement in claims documentation.
