18,000 dermatologists and healthcare professionals at the largest dermatology convention in the U.S.: the American Academy of Dermatology.

Dermatologists treat diseases of the skin. In general, they are cosmetic in perspective since they commonly evaluate the surface of the skin for disease severity.

Since dermatologists are surface oriented (they evaluate the skin--which is different from a cardiologist's internal perspective), we decided to produce a Live Show with two broadway actresses. One actress represented the outer spoken thought of a psoriasis patient, while the other actress represented the inner thoughts and desires of the patient--the patient who has trouble expressing her thoughts and desires to her dermatologist. In between the two actresses, an animation played, illustrating and punctuating statistics of the problem patients face while the dramatization occurred. The show began whenever a large audience amassed and occurred periodically over 3 days, resulting in 19 shows all together.

This dramatization was based on a real insight that came through in consumer market research. Psoriasis leaves many patients stigmatized and isolated.

The unbranded Live experience was reviewed by a regulatory, medical, legal team prior to production.

Our "theatre" was set up within the Washington DC convention center over a three day period with 19 showings. The psychological context (via thought and talk bubbles--commonly used in cartoons) was intended to illustrate a patient's outward spoken thoughts versus her inner desires and fears unknown to many dermatologists. The dramatic framework is loosely based on an interaction between the conscious and subconscious, but with broadway actresses personifying the conflict.

The Live Performance was dramatized in English.