Boehringer Ingelheim’s campaign for “The Unwearable Collection”, which worked to portray the patient experience of living with generalized pustular psoriasis (GPP), a painful skin disease, helped the company rise to the top half of the 2022 OCI company ranking. Claudia Beqaj, executive director, specialty marketing sales, dermatology at Boehringer Ingelheim, explained how the company took on the challenging mission of educating dermatologists about GPP in a more authentic and reverent way.