WINNER!
THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2025 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT
To: Lemieux Bédard & UCB: They chose BIMZELX
For: Lemieux Bédard & UCB: They chose BIMZELX
Award: Best Health Care Mobile Website
Click here to see entry creative
About the Entry
Dermatology is a competitive space, and with major brands dominating severe plaque psoriasis, our client was looking for new ways to directly engage patients. A direct-to-consumer campaign was a bold move—it was their first, and regulations in Canada are strict—but the opportunity was clear: patients living with psoriasis are highly engaged online and take an active role in their treatment decisions. This made them the ideal audience to influence prescription choices.
Our ads appeared on TikTok and Meta, complimented by Google ads and web banners.
All our tactics drove to our website, which was designed to encourage our audience to speak to their healthcare professional about BIMZELX.
We knew our audience would be primarily on mobile and already in the mood to scroll, swipe, and passively watch. To grab their interest:
- We optimized our campaign video to auto-play on a loop without causing the site to lag
- Our design grid ensured the most important, awareness-focused information was visible without the need to scroll
- We kept our copy short and prioritized simple actions that led intuitively to our customizable discussion guide.
At mid-campaign:
- more than 8,000 sessions
- 67% engagement among qualified users (those who arrived at the site after Googling “Bimzelx” for example)
- 319 users opened the discussion guide
- 200+ opting to then download/email their customized version
This may have been a first for our client, but with early results like these, we’re confident it won’t be the last.
Award Credits
Contributors:
Creative Director: |
Catherine Lamarre |
Art Director: |
Mariane Gaudreau |
Graphic Designer: |
Malèna Castonguay |
Medical Writer: |
Erin Adams |
Senior Account Director: |
Chantal Abi Saleh |
Account Manager: |
Ursule Gagnon-Gosme |
Senior Account Coordinator: |
Chloé Doucet |
Digital Project manager: |
Lydie Houle |
Digital Marketing Specialist: |
Johan Le Mault |
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