Almirall is seizing the occasion of World Psoriasis Day to underscore the profound impact of this skin condition on mental health. The Spanish pharmaceutical company, known for marketing psoriasis drugs like Ilumetri and Wynzora, has utilized this event to draw attention to its findings regarding patient well-being. Their awareness campaign features a unique narrative miniseries that sheds light on the daily challenges faced by individuals living with psoriasis.
Earlier this year, Almirall intensified its efforts to emphasize the importance of considering the well-being and mental health of psoriasis patients. At the heart of their campaign is a three-part narrative series titled “Nina,” which vividly portrays the struggles and experiences of a woman living with psoriasis. Following the release of this impactful miniseries, Almirall shared comprehensive data (PDF) about the effects of Ilumetri on patients’ well-being.
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Almirall has intricately woven these elements – the compelling miniseries and the insightful data – into their World Psoriasis Day communication. In a bold statement, the pharmaceutical company draws a parallel between the impact of psoriasis on well-being and that of breast cancer. This assertion is substantiated through a cross-trial comparison.
Almirall conducted a clinical trial to assess the impact of Ilumetri on health-related quality of life, revealing substantial enhancements in well-being. The breast cancer comparison stems from data found in a 2015 paper, which in turn references a 2012 study. The miniseries complements these findings by bringing to life the emotional toll of psoriasis on patients. Through Nina’s journey, viewers witness her struggles, moments of despair, and ultimately, her transformation as she embarks on a new treatment.
“It is crucial to continue raising awareness of how psoriasis can affect people in different ways, which is what we have aimed to do with ‘Nina’. The series aims for a message of hope: the disease ultimately can be managed.”
– Volker Koscielny, chief medical officer at Almirall
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This campaign serves a dual purpose for Almirall, as they seek to capitalize on the recent growth of their psoriasis franchise. In 2022, the company reported a remarkable 52% year-on-year growth for Ilumetri and identified Wynzora as another significant driver of growth.
As World Psoriasis Day unfolds, Almirall’s poignant messaging, backed by data and storytelling, reinforces the imperative of recognizing the holistic impact of psoriasis on patients and underscores their commitment to improving lives through effective treatments.
