Psoriasis is not contagious, but its unsightly appearance makes it an extremely unsocial disease. Leo Pharma embarked on a groundbreaking journey to create a national psoriasis program and the first-of-its-kind B2B education program for Health Care Professionals (HCPs) and their patients. We spearheaded a comprehensive research study (Derms, GPS, Patients) and with these findings, created and developed a patient-centric awareness program, under an umbrella strategy: Program name, tagline and all visual branding for collateral materials. Also created and developed the B2B education program for HCPs and patients.