Where do my symptoms come from? Improving dermatology ecosystem’s well-being through co-designed awareness campaigns

The healthcare sector, especially the dermatology area, suffers from information asymmetry between healthcare providers and patients. In this area, indeed, patients often experience their symptoms without understanding the causes, which leads to anxiety and confusion and thus stresses the system. Existing literature discusses empowerment of patients as a means to minimize the information asymmetries after the diagnosis is delivered, leaving under explored strategies and actions to empower patients before the diagnosis, to direct them to proper cures and, therefore benefit the activities of all stakeholders in the system. We aim to fill this gap by employing a multi-stakeholder approach to analyze, in a longitudinal perspective, the case of Hidradenitis suppurativa (HS) disease awareness campaign initiated by an Italian pharmaceutical company in collaboration with multiple stakeholders, including patients, for the first time. Results from the case study reveal that involving diverse groups of stakeholders, such as policymakers, media agencies, healthcare providers, institutions, patient associations, and patients, through the implementation of co-designed and well understandable communication campaigns contributes to empower them. That is a critical step to both improve doctor-patient relationship, reduce inefficiencies, and, therefore, increase the well-being of the system. Furthermore, our findings underscore the need to reconfigure stakeholder relationships in the healthcare sector, emphasizing collaboration and co-creation of value in communication to address complex challenges.