Sjögren’s syndrome is characterized by hallmark symptoms of dry eye and dry mouth, but can progress to cause dysfunction of other organs. As many as 1 in 10 patients with dry eye have Sjögren’s, but eye care professionals didn’t see their role in helping to diagnose this rare disorder, and patients were unaware their dry eye could be a sign of something deeper.
By raising awareness of Sjögren’s among eye care professionals, we could show them that they can make a difference by reducing time to diagnosis, helping to prevent complications, and improving the lives of their patients. The slowly withering sunflowers create an emotional depiction of the devastating consequences of a missed diagnosis and highlight the need for greater screening for Sjögren’s.
Through multichannel marketing initiatives, the campaign and messaging were delivered nationwide to both eye care professionals and their patients, bringing together these two audiences to change the course of disease for the entire Sjögren’s syndrome community.