Source – Bristol Myers Squibb
Bristol Myers Squibb is striving to provide a comprehensive insight into the challenges of living with psoriasis. In a concerted effort to boost sales of Sotyktu, the pharmaceutical company has initiated a new campaign that zeroes in on enhancing patient understanding and experience.
Having gained FDA approval for Sotyktu in treating plaque psoriasis almost a year ago, Bristol Myers Squibb commenced promotional activities with a television commercial during the Grammy Awards earlier this year. Now, the company is embarking on a fresh initiative named “Clear Understanding,” spotlighting the stories of three individuals grappling with moderate-to-severe plaque psoriasis.
“I was young when I was diagnosed with moderate to severe plaque psoriasis, and it felt like my whole life revolved around my condition. After coping with symptoms for years, I began to recognize the compromises I was making in my daily life, like avoiding seeing my friends, quitting hobbies that I loved or missing new work opportunities, because of the severity of my symptoms. This led me to feel empowered to face the stigma I’ve experienced, speak up about my own health and advocate for others to do the same.”
– Nitika Chopra, founder of Chronicon, an organization dedicated to elevating the visibility of those living with chronic illness, and person living with plaque psoriasis. “
The campaign’s accompanying website showcases written narratives from two other psoriasis patients, neither of whom are on Sotyktu. These individuals emphasize the significance of comprehending and addressing the challenges posed by this skin condition.
“We know from the psoriasis community that many patients can experience stigma due to their disease and as a result may make compromises in their daily lives. This insight drove us to launch the Clear Understanding campaign to recognize those concessions and encourage people living with moderate to severe plaque psoriasis to talk to their dermatologist about available treatment options.”
– Michael Braun, senior vice president, US Immunology, Bristol Myers Squibb
A distinctive feature of the campaign is an interactive quiz accessible on the website. This quiz poses three questions regarding how psoriasis affects interactions with family, friends, and colleagues. Depending on the quiz-taker’s responses, a quote from one of the profiled patients is presented.
This initiative aligns with Bristol Myers Squibb’s ongoing efforts to expand Sotyktu sales beyond the $25 million achieved in the second quarter. The company had divested its psoriasis drug, Otezla, to Amgen as a strategic move to secure regulatory approval for its acquisition of Celgene. This transaction encompassed the then-investigational Sotyktu, which has since become part of Bristol Myers Squibb’s drug pipeline.
