Shape a Crowded Market Filled With Billion-Dollar Competition
Arteric’s three-phase, multichannel disease awareness campaign increased awareness throughout multiple medical and allied non-medical audiences about the possible role of phosphodiesterase 4 (PDE4) in chronic inflammation associated with psoriasis (PsO) and psoriatic arthritis (PsA).
A phased approach was applied to create content that was highly targeted for physician audiences. The content strategy and the search engine marketing (SEM) strategy were continually optimized to drive the maximum amount of traffic with these different audiences.
Break Into a Hypercompetitive Market
Research indicated that this crowded market still had unmet needs — patients were dissatisfied with existing treatment options for psoriasis (PsO) and psoriatic arthritis (PsA). Surveys further indicated that HCPs lacked awareness of patient dissatisfaction. In addition, many HCPs didn’t recognize psoriatic arthritis as a distinct, treatable disease linked to PsO. Education on several topics was needed.
Create Awareness About the Role of PDE4 and Inflammation
The enzyme PDE4 is thought to play a major role in chronic-inflammation–associated autoimmune diseases such as psoriatic arthritis, psoriasis, and ankylosing spondylitis.1,2 However, survey data indicated that dermatologists, rheumatologists and formulary decision makers lacked awareness of the possible connection between PDE4 and these autoimmune disorders.
1Ritchlin C, Haas‑Smith SA, Hicks D, Cappuccio J, Osterland CK, Looney RJ. Patterns of cytokine production in psoriatic synovium. J Rheumatol. 1998;25:1544‑1552.
2Her M, Kavanaugh, A. Treatment of spondyloarthropathy: the potential for agents other than TNF inhibitors. Curr Opin Rheumatol. 2013;25:455-459.
Guide Readers to Content Specific to PDE4 and Inflammatory Disease
When HCPs searched for information specific to PDE4, search engines found articles with negative data from asthma studies. Arteric’s search analysts and content team unleashed a unique content strategy that enabled the site to rank for the targeted search terms and connect audiences with content about PDE4 and inflammatory disease.
Online Market Landscape Analysis
We evaluated the competitive landscape to identify frequent audience questions, behaviors, and competitive issues relevant to psoriatic arthritis, psoriasis, PDE4, and other inflammatory diseases. The research evaluated SEO, SEM, domain naming, social media tactics, and competitive websites.
In a seamless collaboration with allied agencies, Arteric reviewed research that evaluated the familiarity of target audiences (rheumatologists, dermatologists and managed markets administrators) with the role of PDE4 and the immune cascade. These studies provided information that we applied to create engaging and memorable content for each audience type.
Establish the Role of PDE4 in Inflammation and Psoriatic Disease
We created an unbranded disease-education website. At launch, content focused on introducing the intracellular mechanism of PDE4 and its role in inflammation and psoriatic disease. The content was optimized for multiple medical and allied non-medical audiences — some who preferred extensive scientific detail, some requiring higher-level overviews. Our search analysts developed keyword strategies, search engine optimization (SEO) and SEM programs that drove traffic from all these audiences in the United States and globally.
Direct Search Engines to PDE4 Content Related to PsO and PsA
Online searches for information about inflammation and PDE4 returned articles about asthma and other inflammatory conditions of the lung. We developed a unique content strategy that bucked what was then the current trend. We replaced short content segments with a rich collection of keyword-driven, authoritative long-form content. This approach drove search engines and audiences to information solely about psoriatic arthritis, psoriasis and other relevant inflammatory conditions. Another key aspect of the strategy was unifying brand and corporate communication tactics to ensure that all client content drove traffic to the disease-education website.
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Shift Focus to Unmet Needs in PsA & PsO
After familiarizing audiences with the intracellular mechanism of PDE4 and its role in chronic inflammation, we evolved the focus of disease education. A second unbranded disease-education website addressed unmet treatment needs, under-diagnosis of psoriatic arthritis, and progression of psoriasis to psoriatic arthritis.
The second unbranded website also reflected a client request made 1 month before a major conference. The client needed a high-impact, low-budget educational asset to feature prominently.
We responded with a revolutionary responsive website developed with mobile-first technology. As a result, the content was optimized for viewing on any size screen — rare at the time. A full year before responsive technology was regularly applied, we developed this site in less than 1 month. The website’s responsive nature and evergreen design principles have provided the client with several years of service without the need for a redesign.
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Minutes of Engagement
Market research and evolving attitudes toward PDE4 drove an evolution of the scientific communication and content for the unbranded disease education website that discussed PDE4. Content was optimized to reflect the different preferences of rheumatologists and dermatologists.
Two years. Three phases. Multiple channels. Several audiences. Our research-driven, continually optimized disease-awareness strategy educated physicians and allied healthcare professionals, transforming their perspective on PDE4 as a novel disease target.
We helped shape a market entrenched with billion-dollar competitors. Research-driven strategy and frequently optimized tactics won the day. Let’s discuss how to win the day for your brand.