GSK has tapped influencers to help get a message to the lupus community: the disease will be more than a small problem, but you can act to lower your risk of suffering severe complications.
The Big Pharma, which sells the lupus medicine Benlysta, identified the need to raise awareness about the risks posed by the autoimmune disease last year. Analyzing responses to a survey, GSK found around one-fifth of patients with lupus believe they are personally at high risk of irreversible organ damage. Yet, in reality up to 50% of patients suffer permanent damage within five years of diagnosis.
In a first for lupus, GSK identified working with influencers as a way to close the gap between perception and reality. Bijal Galloway, senior director of marketing at GSK, explained the thinking behind the plan.
“We want to be able to meet patients where they're looking for this information, and it happens to be on social media. They're going to find the people that have something to say and learn from each other,” Galloway said in an interview with Fierce Pharma Marketing. “We've done some social listening, we know where they are. That's the place where we want to spend the most energy and effort trying to educate that community.”
GSK is working with lupus patients, healthcare providers and a caregiver to reach patients. The message, as the company has set out on its “Us in Lupus” website, is that nearly 40% of people with the condition will develop lupus nephritis, a kidney disease complication, and that flares can lead to end-stage kidney disease.
The website encourages patients who are experiencing flares and taking a high dose of steroids to talk to their doctors. GSK sees influencers as the people to communicate that the risks are real, and that there are ways to minimize the risks.
“We've invited them to share their stories and experience with lupus and help deliver this message around the consequences of undertreated lupus. There is a consequence. It will happen to people who are suffering from lupus, but, more importantly, we would love for them to be able to empower patients and turn that ‘it will’ into an ‘I will.’ I will do something about it,” Galloway said.
GSK chose the “it will” message from several concepts after it resonated with people in market research. The message made people want to learn more and talk to their doctors, Galloway said, suggesting that it can help GSK activate patients. GSK’s push to connect with lupus patients comes as it works to maintain the growth of Benlysta, sales of which climbed (PDF) 31% to around $1.5 billion last year.