Podcast: breaking the silence on genital psoriasis

A special episode that gave a voice to a topic no patient was ready to speak about on air.

October 2026

Client:

AbbVie Belgium & Luxembourg

Sector:

Pharmaceutical

mission:

Design and produce a bilingual special episode of AbbVie’s patient podcast on a condition patients find too intimate to talk about.

The challenge

Up to two in three people living with psoriasis experience genital involvement at some point, yet nearly half never mention it to their doctor. For the first time in four seasons of AbbVie’s patient podcast Parlons-en / Praat erover, no patient felt able to testify on the microphone.

The episode had to find another way to bring patient experience to the listener, speak about intimacy and sexuality with tact, and remain medically accurate and compliant, in both French and Dutch.

what we did

Developed the narrative angle: put two AbbVie team members who usually work behind the scenes in front of the microphone, taking listeners from one question to the next
Built patient testimonies collected in writing into the storytelling
Prepared and conducted interviews with a dermatologist and a sexologist, then wrote and edited the script from the recordings
Produced a French and a Dutch version, with different experts for both languages, rather than a simple translation
Oversaw sound design, editing and post-production
Coordinated medical and regulatory approvals within the launch timing

the results

A 20-minute episode released in French and Dutch in October 2026, ahead of World Psoriasis Day
Patient experience made audible on a topic no one was willing to voice
A proof-of-concept for a new approach to AbbVie’s podcast serie “Parlons-en”, which needed a refresh after several seasons of the same format.