Atopic dermatitis is a chronic inflammatory disease with symptoms of recurrent red itchy rashes on the skin, which affects about 20% of Malaysians.
To raise awareness on this skin condition, its triggers, treatment options and misconceptions, Priority managed the launch of Sanofi’s Dupixent campaign, aimed at addressing all the above through a holistic communications approach.
Priority's approach was twofold - to create impact through a panel discussion involving both public and private doctors who sought to raise awareness on the disease as well as to dispel myths and misconceptions surrounding it.
We sought out the sweet spot in this campaign; the audience loves to hear from experts and professionals. Evidently, our two-pronged approach of media relations and thought leadership allowed us to reach targeted audience with unique angles from different experts.
The panel discussion garnered great coverage. The phasing of activities with more discussions on the topic with different experts allowed Priority to maintain optimal length for the campaign and coverage sustained over a longer period solely based on earned media.
Image Credit: Sanofi-Aventis (Malaysia) Sdn. Bhd.