How we launched first treatment for Molluscum contagiosum in the UK
To educate consumers, GPs and pharmacists about the launch of MolluDab, a topical treatment for Molluscum contagiosum (MC).
The main challenge with this brief was reaching GPs and pharmacists and challenging the traditional perception that leaving the condition untreated was best.
We set up and managed Facebook and Twitter sites as platforms to share information and also recruit patient advocates to start spreading the word about Molludab and case studies to use for further communications activity. A lot of our social media work was monitoring conversations on Molluscum contagiosum and offering consumers engaged in these conversations a solution.
Although Molluscum contagiosum can be caught at any age it is most prevalent in younger children so our target audience was predominantly mums and dads.
Once we had some case studies available we launched a short media and blogger outreach programme and also began to recruit guest bloggers (HCPs, parents and other experts) to help us educate and inform both the medical profession and consumers about MC.
Both our consumer and media communications was strengthened by the design of an easy to digest and understand infographic which sat on MolluDab's website and was shared via social channels and pres and blogger material.
We also liaised with patient support groups, medical associations and media medics as part of our GP education programme.