AAD

Anne Arundel Dermatology

Teen Acne Campaign

CHALLENGE
Acne can be a very difficult condition for teens. Research showed that many children suffer in silence and that the effects can be socially debilitating. At the same time, many parents don’t realize how serious the impacts can be, and many just figure it’s a natural part of growing up.

STRATEGY
Scheduled to coincide with Back-to-School season, this campaign was designed to be a jarring wake-up call for parents. It was integrated across social media, print ads and email to their patient base. Within dermatology offices there were rack cards, posters in each treatment room and video in the waiting areas. Rack cards were used for community events, and a custom landing page captured leads and provided more information. Rack cards were also distributed to pediatricians, primary care providers and pediatric urgent care centers.

RESULTS
Anne Arundel Dermatology saw an average 10% increase in acne consultation appointments across the 22 locations they had open at that time, which is a healthy bump considering their large patient base.

Practice Safe Sun – “Get Checked” Campaign

CHALLENGE
Through the “Practice Safe Sun” campaign, our client Anne Arundel Dermatology wanted the public to better understand the behaviors and activities that contribute to skin cancer and to contact AAD if they find any abnormal moles or other skin conditions. The practice has a strong presence in Maryland, so they were focused first and foremost on educating consumers, with the hope that office visits would follow.

STRATEGY
Since just one episode of blistering sunburn can make you 50% more likely to develop malignant melanoma, our ad concepts followed the top recreational activities that put many Marylanders at risk: golf (and other sports), sunbathing, gardening and commuting. The integrated campaign included social media marketing using the hashtag #CheckYourself, a consumer website with helpful information about the dangers of skin cancer, paid digital advertising and email marketing to their patient base.

To create more integration points and to fuel PR, we secured a donation of 12,000 sunscreen samples from a brand looking to enter our market and purchased 10,000 SPF lip balm. We applied stickers, created 100 display boxes and arranged distribution at 70 athletic fields, parks, community centers, golf courses, garden centers and pools across the state. The campaign encouraged individuals to think of family members and friends who might be at risk and tag them on social media or send a customized message as a reminder to check for skin cancer and practice safe sun.

RESULTS
Response was overwhelming through the microsite, on social and did translate to a 20% increase in office appointments through May, Skin Cancer Awareness Month, and continued through the summer months.