Rhofade

The first thing we did was define our persona. We knew that our target audience were caucasian women over 40 as they are the most commonly affected by rosacea, but we knew nothing about how they felt or dealt with their condition.

We reached out to women with rosacea to conduct surveys and interviews to empathize with them and to learn their motivations and deterrents around asking their physicians about obtaining a prescription.

We also learned that ~10% of people with this condition go and see a doctor where ~15 million people are suffering in silence, who, we think, if they realized there was an option available, might go and see a dermatologist.

Based on the outcome of our research we organized the site to serve two purposes: to educate those who think they may have the condition and to demonstrate the efficacy of the cream. We began to plan and create our content, allowing for two entry points and flows for each user via the homepage.

For our first audience segment, we grouped “About Redness of Rosacea” to encompass symptoms, triggers, the value of speaking with a dermatologist as well as a quiz to help potential consumers to determine whether or not they should contact a doctor.

For the second, diagnosed patients, we explained how Rhofade works, how to use it and its side effects.

Our secondary objective for both sets of users was to demonstrate efficacy via before and after photos and lastly to offer resources for them to help reach out to and speak to a dermatologist.

Pharmaceutical websites are one of the, it not the most, regulated digital products and can be quite dry in order to be compliant. We wanted to include as much interactivity as possible in order to keep our users engaged:

The Redness of Rosacea quiz helps our users determine whether or not they should contact a doctor and provides a CTA to reach one, the before and after section includes a slider to better visually demonstrate efficacy, and the resources page allows users to create a personalized discussion guide where they can add specific questions and symptoms to a downloadable PDF.

We tested several design directions with our users and landed on the aesthetic that echoes the product’s logo in order to help establish stronger brand re-call.

We drew from the purple circles and gradient to style our web elements such as arrows, graphs and CTAs and to complement the illustration style that had the strongest performance amongst our testers.

Conceptually the illustration signifies a patient’s transformation from being defined by their condition to regaining self-confidence and becoming themselves again.

Since its launch, the website has generated 35 million impressions.

Familiarity with Rhofade is at ~75% of practices with more than 3,000 dermatologists in the U.S. having prescribed Rhofade, surpassing Galderma competitor Mirvaso.