MicroMass Wins PM360 Trailblazer Award
Atopic Dermatitis Insider was named as the winner of the Interactive Marketing Program at the prestigious PM360 Trailblazer Awards.
This is the 4th win for MicroMass at the PM360 Trailblazer Awards over the past 4 years.
- 2019 | Interactive Marketing Program | Atopic Dermatitis Insider
- 2017 | Marketer of the Year | Arpan Shah, Lexicon Pharmaceuticals (client)
- 2016 | Marketer of the Year | Jennifer Thomas, Janssen Biotech (client)
- 2015 | Persistence/Adherence | SaxendaCare
MicroMass also had 2 other programs recognized as category finalists.
- This Is for You | Best Interactive Marketing Program
- KEY+YOU | Adherence-Persistence Program
Atopic Dermatitis (AD) is largely known as a “surface” condition. AD is a form of eczema that affects the skin, resulting in dryness, cracking, itching, redness, and swelling. The Atopic Dermatitis Insider draws attention to the fact that while AD is a skin condition, the cause can go deeper than the skin’s surface. AD is caused by an immune system dysfunction that Sanofi Genzyme and Regeneron Pharmaceuticals want to bring awareness to what might be going on under the skin. MicroMass developed a disease education CRM program to help inform and build coping skills for adolescents suffering from AD and their caregivers.
To reach this audience, Atopic Dermatitis Insider was aligned to the way that teens interact with digital and social content. Interactive experiences were built into the website from a behavioral approach, with the goal to attract attention, provide education, support, and build skills. An animated character, “SID,” helps guide users through site content. This includes resources to facilitate better conversations with their healthcare team as well as distraction videos that are used to help teens cope with the urge to scratch.
Furthermore, mindfulness experiences helps teens focus and reduce stress, while podcasts provide teens with examples of how to live more positively and encourage control and confidence so they may feel comfortable managing their AD into adulthood. In 2019, the overall average meaningful click to open rate is 25.6% for the five-email cadence driving to the Atopic Dermatitis Insider site. This is almost twice the industry average.
About the PM360 Trailblazer Awards
Since 2009, the PM360 Trailblazer awards have recognized outstanding achievement and innovation in healthcare marketing. Each year, nominations are judged by the PM360 Editorial Advisory Board, a distinguished cross-section of industry experts. Winning initiatives were selected for their ability to stand out in the complex, ever-changing healthcare environment, and were judged on their ability to overcome challenges; the skill, innovation, and quality of planning and execution; and the effectiveness of the work. “Each of these 84 finalists survived a daunting evaluation process by our judges to emerge as the best among an exceptional crop of submissions,” says Anna Stashower, CEO and Publisher of PM360.