Pharma > Healthcare Professional Engagement

GOUT REVISITED

AREA 23, AN IPG HEALTH NETWORK COMPANY, New York / HORIZON THERAPEUTICS / 2022

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Overview

Credits

OVERVIEW

Tell the jury about the art direction.

Gout is often misunderstood, even by doctors. Many current misconceptions can be traced to 19th century political cartoons depicting the disease. These iconic illustrations still appear in medical textbooks, journals, and peer presentations. The ubiquitous images and the biases they perpetuate contribute to gout being underdiagnosed, underprioritized, and undertreated, with negative patient outcomes.

We set out to correct the historical record by updating the original illustrations to reflect the truth. We selected five images portraying gout myths that still impact patient care today—Race, Socioeconomic Status, Diet and Lifestyle, Disease Stigma, and Disease Presentation—and meticulously recreated them by hand. Structural integrity, composition, and brushstroke were carefully replicated. Original paper texture and typography were duplicated, and historical accuracy was ensured.

Recreated versions of the iconic originals were featured in a leather-bound anthology examining sociopolitical history and modern repercussions. The illustrations became teaching tools about patient demographics, disease presentation, and stigma.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Healthcare/pharmaceutical communications in the United States are governed by the Food and Drug Administration’s Office of Prescription Drug Promotion.

Describe the target audience and why your work is relevant to them.

This work is targeted to Healthcare Professionals, specifically rheumatologists. Even these specialists are prone to believing outdated and inaccurate myths about gout. The aim is to undo several ingrained biases rheumatologists maintain that have a negative effect on the quality of the care gout patients receive in clinical practice.

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