Dermira - a well-known biopharmaceutical company, has achieved great success with their integrated direct-to-consumer (DTC) campaign called “Life Unfolds”. The campaign was aimed to promote the launch of QBREXZA in 2019.
In 2019, Dermira launched QBREXZA Cloth - the first and only prescription cloth towelette used to treat axillary hyperhidrosis or excessive underarm sweating. This is a common condition affecting up to 3% of the population, causing inconvenience or even embarrassment in various aspects of life. However, people with axillary hyperhidrosis seemed unaware of this as a medical condition or available treatment.
Strategy & Execution
Teaming up with FCB Health New York - a reputable full-service and multichannel agency specializing in the healthcare industry, Dermira ran a product launch campaign called “Life Unfolds” to promote their new product QBREXZA Cloth. The campaign targeted millennials aged from 18 to 34 - who are still finding their way in careers and personal relationships but hindered by axillary hyperhidrosis.
With a key objective of activating people with axillary hyperhidrosis to take action and seek treatment, the campaign featured real patients sharing before-and-after experiences among episodes.
First, Dermira showcased real scenarios in which people with axillary hyperhidrosis meet inconvenience or embarrassment in daily events such as collaborating at work or going on a date. The brand expected the moment when underarm hyperhidrosis sufferers exclaim “Wow, that’s me!” and gain an understanding that the condition is completely treatable. Then, QBRFEXZA would be identified as an effective solution for axillary hyperhidrosis, which would allow them to “unfold” a more positive life to confidently engage with family, friends and colleagues.
“Life Unfolds” was an integrated DTC campaign, executed via TV and online video, digital and social platforms, print media and email marketing.
The “Life Unfolds” campaign generated popular success in not only promoting the new QBREXZA but also alerting people with axillary hyperhidrosis of their condition and informing them of available treatment. Studies on the campaign have revealed a 50% increase in diagnoses of axillary hyperhidrosis and thousands of sufferers starting medical treatment.
The campaign was also honoured with an award for New Branch Launch at the 2020 Fierce Pharma Marketing Awards.
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