GSK fires up ‘Smolder’ lupus awareness campaign to remind docs of potential organ damage – FiercePharma

GSK fires up ‘Smolder’ lupus awareness campaign to remind docs of potential organ damage – FiercePharma

GlaxoSmithKline is encouraging physicians to act sooner to help lupus patients curb undetected organ damage in its latest digital awareness effort.

The unbranded “Smolder” effort, aimed at doctors, asks them to consider the damage the often-silent autoimmune disease may be causing their patients. That idea is illustrated on the campaign website, “Smoldering Truth,” picturing a happy young family—but the mom has flames smoldering on her back and ashes being cast off.

Doctors can read research there or click through for information on treatments, doing which will redirect (with permission) to GSK’s physician website about systemic lupus erythematosus or, specifically, to GSK lupus drug Benlysta’s website.

RELATED: GSK offers makeovers and more for women of color living with lupus

“What we’re trying to do is to get physicians to act sooner and help them to understand that the longer you wait to act and get aggressive with the treatment of patients with lupus, the more likely patients are to experience organ damage,” said Carla Pearson, vice president of the U.S. specialty marketing team at GSK.

This is the first time GSK has addressed lupus organ damage in an unbranded campaign, although it’s not an angle likely to translate to a consumer effort. Pearson said the message for patients with lupus is focused on symptoms, maintaining a healthy lifestyle and conversations with doctors.

The all-digital effort syncs with life during the COVID-19 pandemic when in-person visits are fewer, whether between patient and doctor or sales rep and doctor. Along with more digital marketing, the pandemic has sparked an increase in call
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