Bayer Rosacea Concierge
THE ASK
- Address a market opportunity by providing a free, comprehensive support program to people with rosacea, while increasing refill rates of Finacea.
THE APPROACH
- Support people with rosacea by creating an introductory microsite, promotional print materials and a 24 hour support hotline staffed by nurses specializing in rosacea education.
- Following the initial launch of the program, a membership savings card, a medication refill reminder email program and targeted banner ads were all rolled out as well.
- The program was then fully realized with the launch of the Rosacea Concierge website which featured SME videos, an assessment questionnaire and patient trigger tracker.
THE RESULTS
- The response to the program has been spectacular. Rosacea Concierge gained over 25,000 members in its first 12 months (more than double Bayer’s initial goal).
- As of today, the program has over 55,000 members and it’s growing, adding on an average of one member every 15 minutes.
- Bayer has also seen a marked improvement in refills of Finacea, with the overall refill rate having almost doubled since the program launched.
