Novartis integrates social media with Cosentyx campaign

KEY TAKEAWAY: Cosentyx is using Cyndi Lauper, and patients to talk about plaque psoriasis.  The strategy features a website on Tumblr as well as full integration with Ms Lauper on their branded website.

Some Millennials might ask “who is Cyndi Lauper?” but the campaign seems to be in full swing even though initial indications show very little web traffic.  In addition to a music video dedicated to Ms Lauper’s experience with plaque psoriasis, there are numerous real patient stories about living with this horrible health problem.

Interesting to note that Novartis is using Tumblr for the campaign rather than developing its own website.  Tumblr tends to skew younger and female and as of April 2017, the platform had surpassed 345 million registered accounts. As of the same period, the website had almost 738 million unique visitors worldwide. The United States accounted for the majority of visits to the social media platform. Currently, Tumblr users have generated over 148 billion posts on the platform.

TUMBLR Demographics in the US

Anyone can get psoriasis, regardless of age. But psoriasis is most likely to appear first between the ages of 15 and 35 years old. Males and females get it at about the same rate.  In the United States, there are about 150,000 new cases every year. It affects about 7.5 million U.S. people, according to the American Academy of Dermatology (AAD).

Will Ms Lauper resonate with a younger audience?  That remains to be seen, but in order for this campaign to really take off more DTC is going to be needed.  Using Tumbly may also be a problem for people at work as the site is also known for a number of objectionable content like pornography.