THE PROBLEM
WHAT IS PSORIASIS ?
Autoimmune
chronic disease
Favored by
various factors
Red patches and scales due to overproduction of skin cells
Non-contagious
Psoriasis is an autoimmune chronic disease provoking inflammation and an overproduction of skin, unleashed by many factors, ranging from genetic to daily habits. It's classifiable as plaque, guttate, inverse, pustular, and erythrodermic. In some cases, it can also cause joints damage, which is called psoriatic arthritis.
The comorbidity and chronicity characterizing this condition represent a constant discomfort for its bearers, hindering their wellness. Even if it is a non contagious disease, psoriatic patients often suffer from the stigmatization of the disease.
A GLOBAL
PROBLEM
Psoriasis is few acknowledged, even from those who suffer from it, due to its sporadic diffusion, involving between 2 and 4% of the world population, with 3 million patients in Europe. Only 20% of this part of the population has mild to severe psoriasis. Since 2014, it is recognized as a chronic, painful, unsightly, disabling and incurable non-communicable disease by WHO.
This disease needs a specific treatment for each specific phase of its evolution, requiring a periodic consultation with a specialist, often too rarefied and short to provide a satisfying picture of the whole situation.
WHY THIS CHALLENGE ?
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UCB is a pharmaceutical company offering a specific treatments from mild to severe psoriatic patients. This type of treatment, called biotherapy, has to be taken by patient throughout their lives since the disease cannot be cured.
Because it is a disease that impacts on patients' daily lives, UCB gave us the challenge to work on How to improve the patients' journey so they feel more supported. This solution would extend UCB service offers displayed through their patient-centered entity, UCBCares®.
IDENTIFIED
PAIN POINT
15 Minutes*
Average duration for a medical consultation
*in France and Italy, where we led our
ethnographic research