The Void is an awareness campaign designed to inspire healthcare professionals to reevaluate their treatment algorithms for plaque psoriasis.
The provocative approach exposes the truth that there is a void—symbolizing unmet needs for patients—in the current topical landscape. A pile of partially used topicals dramatizes the bags and medicine cabinets that patients have filled with failed treatments. The campaign elevates the idea, serving as a platform to engage healthcare professionals on what is needed in future psoriasis management and topical treatment—ultimately challenging them to ask how they can rethink topicals to impact patients’ lives.
Journal ads and rep-delivered print materials bring the topical treatment void to life using sophisticated print techniques to add depth and texture. Messaging challenges healthcare professionals to address the void that still exists in plaque psoriasis and uses a QR code to drive healthcare professionals to take the poll and engage further at rethinktopicals.com.
Presented by Arcutis Biotherapeutics, the Void campaign reflects the company’s mission to champion meaningful innovation within medical dermatology.
