The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 13th Annual Shorty Awards

Light the Way

Entered in Community or Employee Engagement, Fitness, Health, & Wellness, Online Community, Facebook Presence


We wanted to enroll prospective patients into our CRM database, but for us, it wasn’t just about helping patients living with psoriasis find the medication that could help them. It was about really connecting with them and offering them suggestions on how to live more comfortably, even without the medication. It was to establish a relationship with our prospects and show them that we were more than just a big pharma company.

Strategy and Execution

Psoriasis is a chronic condition that impacts all aspects of patients’ lives from diet to dating and everything in between. While proper medication is an important part of the equation, our research showed us that patients that patients will go to all sorts of extreme measures to find relief and they’re turning to online sources for all sorts of off-the-wall tips, tricks, and advice.


Inspired by tips and tricks that we learned through our survey, we created an eBook full of valuable tips for managing flares and living more comfortably with the disease. It covered everything from the fact that downward dog may take the bite out of the psoriasis, that sipping water is super for skin, and that you can never be too “flare prepared.” We offered this book to enroll qualified prospects across social, POC, and into our CRM program as a way to show them that the brand is there to support them throughout their journey.


This lead gen tactic brought in 9K prospects to the CRM database in 6 months, a 135% increase over the entire prior year. Users came away with valuable content, and continued brand engagement with updates via email and SMS.


Video for Light the Way

Entrant Company / Organization Name

Fingerpaint, Sun Pharma

Entry Credits