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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Light the Way

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

Objective

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

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 ILUMYA.com into our CRM program as a way to show them that the brand is there to support them throughout their journey.

Results

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.

Media

Video for Light the Way

Produced by

Fingerpaint, Sun Pharma

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!