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Category Archives: Psoriasis
Your child has psoriasis, now how do you treat it? – Miami Herald
Posted: August 1, 2017 at 5:46 pm
Your child has psoriasis, now how do you treat it? Miami Herald If you've answered yes, your child might have psoriasis. Psoriasis is a chronic inflammatory skin disease that affects less than 1 percent of children. The risk is higher in individuals with a family history of psoriasis. Psoriasis lesions are well ... |
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Your child has psoriasis, now how do you treat it? - Miami Herald
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Launch Of SILIQ Makes Valeant A Great Short Opportunity – Valeant … – Seeking Alpha
Posted: at 5:46 pm
Recently, Valeant Pharmaceuticals (VRX) announced that it had launched its psoriasis drug SILIQ (brodalumab). SILIQ is an injection drug that has been developed to treat patients with psoriasis. The injection drug has shown good prospects in terms of efficacy, but I feel that it won't sell as well as other competitors in the same space. I feel that because of the competitive nature in this space, along with troubling side effects Valeant becomes a good short opportunity.
In my opinion, just evaluating the history of SILIQ alone would make one think twice about the prospects of it selling well in the market. That is because the original developer of the drug was Amgen (AMGN) and AstraZeneca (AZN). Both companies had co-developed the drug. The issue was that as soon as Amgen caught notice of a suicide issue in a clinical trial, it walked away from its partner AstraZeneca. It doesn't seem that AstraZeneca was too enthusiastic to hang onto the drug either. Which is why it had outlicensed the drug to Valeant. In my opinion, knowing this it doesn't bode well for the market opportunity of the drug. Amgen and AstraZeneca are highly respected big pharmaceutical companies. I highly doubt they would ditch this drug if they believed it would be a huge money maker.
The biggest problem is that the psoriasis space is highly crowded. Especially, with Johnson & Johnson (JNJ) just receiving approval for its psoriasis treatment TREMFYA just a few weeks ago. Further information on TREMFYA FDA approval can be read in a Seeking Alpha article I wrote titled, "Johnson & Johnson: Approval Of TREMFYA Is Huge Win For Shareholders". The whole basis of that article is that TREMFYA was expected to be priced a lot lower than most competitors. Of course, not lower than Valeant's drug SILIQ. I will give SILIQ a positive on pricing. For me though, the issue with the drug is not about pricing. I mean in my opinion it had to be priced lower, because it is the only drug with a suicide risk as a black box label warning. If I was a prescribing doctor, I would only prescribe SILIQ as a last resort if all other psoriasis options failed. It would not be my first go to product for psoriasis treatment because of the suicide risk. This is the excerpt from the FDA approval of SILIQ:
"Suicidal ideation and behavior, including completed suicides, have occurred in patients treated with Siliq during clinical trials. Siliq users with a history of suicidality or depression had an increased incidence of suicidal ideation and behavior compared to users without this history. A causal association between treatment with Siliq and increased risk of suicidal ideation and behavior has not been established."
"Because of the observed risk of suicidal ideation and behavior, the labeling for Siliq includes a Boxed Warning and the drug is only available through a restricted program under a Risk Evaluation and Mitigation Strategy (REMS) called the Siliq REMS Program"
The good news, and the only good thing that I can see about Valeant's psoriasis drug is that it will be cheaper than all the other drugs. It will carry a price tag of $3,500. TREMFYA will be priced around $9,684. Eli Lilly (LLY) Taltz is in the range of $14,600. Novartis (NVS) Cosentyx is upwards at about $17,600. While the pricing may be seen as a positive for Valeant, the other competitors shouldn't be so easily dismissed. Johnson & Johnson, despite having priced its psoriasis drug at around $9,684, has stated that it will offer tons of pricing discounts. It even went as far as to say that it could offer a copay card so that eligible patients could pay as little as $5 or less per dose.
Psoriasis is a disease where the body overproduces skin. The skin that is overproduced leads to raised lesions that are red in nature. These red raised lesions are known as plaque and can cause both pain and itching. The market opportunity is huge, because psoriasis is expected to reach up to $12.1 billion by the year 2024. Despite, the large market, SILIQ will have trouble producing sales. I'm not saying that Valeant won't be able to sell the drug at all, but with better safety profiles from other psoriasis drugs it is likely that these other competitors will take a bigger piece of the market.
A big risk would be if Valeant started to sell well in the market, despite the competition. Although, that remains to be seen until the drug is fully launched in the market. I'm still of the opinion that it will be hard to sell SILIQ with so many other better psoriasis treatment options. Especially, ones that don't carry suicide risks. Another risk would be that Valeant could end up selling the drug to another pharmaceutical company for upfront cash. In that situation, that could cause the stock to spike one day and hurt short sellers in the process.
The past history of SILIQ makes it a tough sell on the market. The black box label warning of a suicide risk is more than enough for it to deter doctors from prescribing the drug as a first choice therapy option. Psoriasis treatments, like recently approved TREMFYA, provides a better treatment option for patients with less risks. The space in plaque psoriasis is competitive, and I still am inclined to believe that the black box label warning will be a major obstacle for SILIQ going forward. Another psoriasis treatment option would be Otezla from Celgene (CELG). That is because Celgene offers its treatment of plaque psoriasis in pill form. It is not an injectable, cream, or biologic. For all the reasons listed above I feel that Valeant is a great short opportunity.
Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.
I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.
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How to Deal With Psoriasis – Beliefnet
Posted: at 5:46 pm
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Psoriasis is an immune-mediated disease that causes raised, red scaly patches to appear on the skin. According to the American Academy of Dermatology, an estimated, 7.5 million people in the United States have psoriasis. "Psoriasis occurs in all age groups but is primarily seen in adults. Up to 40 percent of people with psoriasis experience joint inflammation that produces symptoms of arthritis." Psoriasis affects the elbows, knees or scalp, though it can appear in any location and it can burn and sting. Scientists do not know what causes psoriasis. But it's believed that that the immune system and perhaps genetics play a role in triggering the condition. The skin cells in people with psoriasis grow at an abnormally fast rate and this can cause lesions. AAD also shared that men and women develop psoriasis at equal rates. "Psoriasis also occurs in all racial groups, but at varying rates. About 1.9 percent of African-Americans have psoriasis, compared to 3.6 percent of Caucasians." Psoriasis may be associated heart disease and depression. Here are 6 ways to deal with psoriasis.
Psoriasis is a battle for many people, but it can be managed with natural remedies and medications where you can feel more comfortable and more confident in your own skin.
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How to Deal With Psoriasis - Beliefnet
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Psoriasis treatment in skin of color – ModernMedicine
Posted: July 28, 2017 at 6:45 pm
Dr. AlexisWhen it comes to treating psoriasis in non-white patients, there is a paucity of data on differences in epidemiology, clinical presentation and approaches to treatment.
Although psoriasis appears to have a lower prevalence in non-white racial ethnic groups, including African Americans, it is by no means an uncommon or rare disease, says Andrew Alexis, M.D., chair of the department of dermatology and director of the Skin of Color Center at Mount Sinai St. Lukes and Mount Sinai West in New York City. He spoke on psoriasis at the Skin of Color Seminar Series (SOCSS) in New York City in May.
In fact, a recent study found a 1.9% prevalence rate of psoriasis in African Americans.
This is much more common than previously reported, Dr. Alexis tells Dermatology Times.
The clinical presentation of psoriasis in darker skinned individuals can vary, based primarily on the visual appearance. For example, because of the background melanin pigmentation, the erythema may look more violaceous, hyperpigmented or dark brown or gray, Dr. Alexis says. Therefore, one has to train the eye to detect psoriasis-related erythema in darker skin types.
Diagnostic pearls
Clues of psoriasis include the quality of the scale, the anatomic distribution and associated features.
There are scenarios, though, where a biopsy is needed to confirm the diagnosis of psoriasis.
I find this is more frequent in darker skin types, Dr. Alexis says.
For instance, patients with skin type VI may present with violaceous, gray, or hyperchromic scaly plaques without appreciable erythema.
In these patients, it may be difficult to distinguish the psoriasis from lichen planus, cutaneous T-cell lymphoma or sarcoidosis in some cases, Dr. Alexis says.
Therapeutic insights
For treatment, a few studies have looked at potential racial ethnic differences in safety and efficacy.
Once such study1 found comparable safety measures and efficacy outcome measures for the injectable TNF antagonist, etanercept (Enbrel, Amgen) Dr. Alexis says.
However, in the above study from the Journal of Drugs in Dermatology in 2011, racial/ethnic differences in quality-of-life impact were observed. As measured by the Dermatology Quality of Life Index (DLQI), baseline quality of life was actually worse in African American and Hispanic/Latino patients compared to Caucasians, Dr. Alexis says.
More recently, Dr. Alexis was co-author of a poster at this years SOCSS that evaluated the safety and efficacy of the recently approved biologic agent brodalumab (Siliq, Valeant), for which there was no significant racial or ethnic differences in safety or efficacy.2
Studies like this are important to understand whether there are any potential differences in safety and efficacy, particularly with biologics that are so specific in their target, Dr. Alexis says. Fortunately, we have not seen any significant differences with the studies that have been conducted thus far.
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Psoriasis and Eczema: What’s the Difference? – Beliefnet
Posted: July 27, 2017 at 9:46 am
Orrling and Tomer S/Wikimedia Commons
Dry, itchy, and painful skin can be due to a wide range of skin conditions. Two of the most popular conditions thought are psoriasis and eczema. These two conditions can appear very similar and make it tough to distinguish a difference. Both conditions cause red, itchy skin but have different causes and treatments.
Eczema is a skin condition that can be caused by a number of factors including environmental factors, allergens, family history and bacteria exposure. On the other hand, psoriasis is a condition that occurs when a persons immune system triggers skin cells to grow faster than they should. Instead of the dead skin cells coming off the skin, they build up. In addition, psoriasis can cause joint stiffness as well as swelling.
Both of the conditions can keep the skin from appearing smooth and healthy. There is only one type of eczema, and five types of psoriasis. However, the most common form of psoriasis is plaque psoriasis, which is the form that most clearly resembles eczema. While its rare that a person will have both of the conditions at once, it is possible.
Due to the buildup of psoriasis plaques, the skin will have thick, red and scaly patches that are well-defined. These may be silvery in color and are raised up high. The skin will be thicker and more inflamed than if it was eczema.
Eczema is different with the patches being red or brown-gray in color. There will be rough, leathery patches of skin. Sometimes the areas will appear as small raised bumps. These bumps may have a crust-like layer that causes them to leak fluid when broken.
Eczema is known to cause very intense itching that usually worsens at night. When a person scratches the skin, the results can be swollen, sensitive and even raw skin. However, while psoriasis can cause itching it typically is only mild. There instead may be a sting or a burn feeling.
Eczema is more common in children than adults, and tends to subside at about age 5 or 6 according to the Nemours Foundation. However, some young people may have flare-ups during puberty.
Psoriasis typically develops between the ages of 15 and 35, and babies rarely have the condition. The American Academy of Dermatology estimate that 1 percent of children have psoriasis while 10 percent of children have eczema.
Eczema appears most commonly on part of your body that bend, including your inner elbow or behind the knee. Babies will sometimes get it on their chin, cheeks, scalp, and similar.
Psoriasis can appear on the nails, which is rare for eczema. In addition patches of psoriasis can show up on elbows, knees, the scalp, lower back, palms of hands, soles of feet, eyelids, ears, mouth and lips.
Both psoriasis and eczema share some triggers, such as stress and infection. Its important to avoid things that will irritate the skin, such as certain soaps, detergents and disinfectants. Since allergens can set off eczema, its also important to avoid things like dust, pets, pollen and mold if necessary.
Psoriasis can also get flare-ups when the skin is injured, for example by vaccinations, sunburn and scratches. Medications such as lithium or drugs for malaria are also known to bring on psoriasis symptoms. Talk with your doctor about how to avoid these triggers.
Mild-to-moderate psoriasis treatments include over-the-counter corticosteroids that work by reducing inflammation and itching. Moderate-to-severe psoriasis can be treated with stronger medications available by prescription.
Eczema has no cure. Keeping the skin clean, moisturized and dry can help relieve symptoms. If avoidance of triggers and at-home treatments dont work, a doctor can prescribe stronger creams.
Psoriasis and eczema arent the only types of skin conditions that resemble each other. Examples of other skin conditions that are commonly misdiagnosed include athletes foot, contact dermatitis, shingles, hives, rosacea and seborrheic dermatitis. If you are unsure of what is causing your skin issues, monitor the area closely and go see a doctor.
Psoriasis has been linked to serious health conditions including diabetes, heart disease and depression. Eczema doesnt have serious links. However you may have someone else in your family with eczema, or have asthma or hay fever.
Regardless of the skin condition, its important to speak to a doctor about treatment options and ways to find relief for the problem. Keep a log of your symptoms and try to identify the triggers that make it worse. This will help in pinpointing if you have eczema or psoriasis.
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8 Holistic Ways to Heal Psoriasis – Beliefnet
Posted: at 9:46 am
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Psoriasis is an inflammatory disease that causes raised, red, scaly patches to appear on the skin. It typically affects the outside of elbows, knees or the scalp, thought it can appear anywhere. It can be itchy, burn and sting, which can leave patients in discomfort. There are many treatments out there for psoriasis, however there is no cure.
Those with psoriasis struggle to find treatment plans that work best for them. Finding relief from the skin condition can be hard, but many have found great success in using various at-home, herbal remedies. These natural options provide a way to reduce redness, and relieve pain, itching and burning. Try these different options out to see what could possibly work for you.
To help relieve scalp itch, apple cider vinegar may be a great way to go. You can buy a bottle of apple cider vinegar at your local grocery store and apply it to your scalp several times a week. Some people feel a burning sensation, so try diluting the vinegar with water on a 1-to-1 ratio to prevent this from happening. Others have found rinsing the solution once it has dried also helps to prevent irritation. If this works for you, you will see results within a few weeks. However, if your scalp is cracked or bleeding you will want to skip this remedy. The vinegar will only further irritate your skin.
If you have psoriasis throughout your body, a warm bath filled with Dead Sea salts or Epsom salts will help. Try adding a quarter cup of salt to bathwater and soak for about 15 minutes. Be sure to apply moisturizer once you are done to help keep skin hydrated. The soak should help alleviate the itching and burning of scaly plaques.
Aloe plant gel is known to be helpful for sunburns, and it can help with psoriasis too. Gel from the plant can be applied to the skin up to three times daily and research shows that it can help reduce redness and scaling associated with psoriasis. If not using an actual aloe plant, look for medicated creams that contain at least 0.5 percent aloe. Please note, however, that taking aloe in tablet form shows no benefit and can be dangerous.
This has been a solution to psoriasis for centuries and many report it has great benefits, despite there not being scientific evidence to support the use of it. Tea tree oil comes from the leaves of the tea tree plant which grows in Australia. When applied to the skin, this treatment is said to help remove dry, dead cells. Many people find using shampoos with tea tree oil helps best. Be careful, though, as many are allergic to it.
One of natures best skin soothers, many individuals with psoriasis report finding relief with the help of oats. Try applying an oat past or taking a bath in oats to relieve itchy skin and reduce redness.
Turmeric is an herb that is frequently studied for its powerful anti-inflammatory and antioxidant properties. You can take turmeric concentrated in pill or supplement form or if you like curries, adding it liberally to your food. The FDA considers 1.5 to 3.0 grams of turmeric per day to be safe. However, we suggest that you consult with a naturopathic practitioner for help in determining the correct amount for you.
One of the best things you can do for your psoriasis is to modify your diet. Fresh fruit and vegetables are filled with disease-fighting antioxidants. When you have psoriasis, its important to maintain a healthy weight so that your medication will be more effective. In addition, research suggests that psoriasis patients are at an increased risk for heart disease and stroke. Keeping fruits and veggies around will help to lower this risk.
Drinking plenty of water is also an important diet choice for those with psoriasis. Drinking water helps to keep your skin hydrated and prevent it from getting too dry. In addition, using a humidifier is a good home remedy that will keep your skin moist, especially in winter.
Studies have also shown that people who have celiac disease may be at a higher risk for psoriasis, in part because gluten can cause inflammation. Even if you dont have celiac, a gluten-free diet may work for you.
Many find that stress is a huge trigger for their psoriasis symptoms. To help combat this, pick activities you enjoy that are known to have stress-reducing properties. Yoga is a great way to relieve built up anxiety and stress. Devote 20 minutes a day to yoga exercise, which involve some mediation as well as breathing, stretching, and strengthening movements. Yoga also helps to relieve the pain and itch of psoriasis plaques while improving your range of motion if you have psoriatic arthritis. Another stress-reducing activity would be getting a massage. Clinical trials have shown massage therapy may be beneficial in treating chronic pain, which often accompanies psoriasis and psoriatic arthritis.
It can be tough to find the treatment plan that works for you. Psoriasis can be a stubborn disease, but it does not have to run your life. Try out these natural, at-home remedies to fight the irritation and itchiness of psoriasis.
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Lilly’s catch-up act in psoriasis is working, but now it has to catch up in cancer – FiercePharma
Posted: July 26, 2017 at 12:50 am
Eli Lilly has been playing catch-up in the psoriasis market ever since it launched its drug to treat the condition, Taltz, last spring into a crowded field dominated by Novartis Cosentyx. But if second-quarter results are any indication, Lilly is proving to be a formidable competitor.
Sales of Taltz skyrocketed 618% year-over-year to $138.7 million, which handily beat the consensus analyst estimate of $122 million. Other new medications also outperformed, including diabetes treatments Jardiance, up 157% to $103.2 million, and Trulicity, which rose 139% to $480.2 million.
All told, Lillys revenues jumped 8% to $5.8 billion during the second quarter. The companys non-GAAP net income was up 30% to $1.2 billion (95 cents a share). Analysts had been boosting their sales forecasts over the last month but were still pleasantly surprised, having expected $5.6 billion in sales.
RELATED: Top 15 pharma companies by 2016 revenue14. Eli Lilly
Net-net, todays earnings update is good news, wrote Leerink analyst Seamus Fernandez in a morning note to investors. He did add, however, that the pressure will be on Lilly to continue delivering standout results to justify its stock price, which is up 15% for the year.
Towards that end, Lillys executives spent much of the conference call after the earnings release telling investors how it plans to be competitive in the red-hot market for cancer drugs. The company has charted some successes in oncologynotably Cyramza to treat gastric cancer, which was up 27% during the quarter to $186.3 million. But Levi Garraway, Lillys new senior vice president of global development and medical affairs, acknowledged during the call that Lilly would need to prioritize many more medicines that change the standard of care in cancer if its to compete in new treatment modes like immuno-oncology and mutation-specific tumor targeting.
Much of the companys new strategy will hinge on testing patients in clinical trials for mutations and other molecular characteristics that will boost the chances of success and help overcome treatment resistance in targeted patient populations. So Lilly is prioritizing seven oncology drugs in its pipeline, including prexasertib, a CHK1 inhibitor being tested in high-grade ovarian cancer. In early trials, 35% of patients with a particular BRCA mutation responded to the experimental drug, Garraway said.
Together, these assets have the potential to be foundational agents or to anchor foundational regimens, Garraway said during the call. Lilly intends to test many of its oncology drugs in combination with other cancer drugs that are in trials or already marketed, he added. We remain excited about the quality of our compounds but believe that the optimal development path will be best implemented in partnership with external entities that have specific or niche biological expertise, he said. Lilly also intends to aggressively pursue acquisitions of early-stage immuno-oncology assets, executives said.
RELATED: New diabetes meds push Lilly to earnings beat but pipeline worries abound
The pressure on Lilly to continue to drive innovations out of its pipeline is only intensified by patent losses on key blockbusters. Strattera to treat ADHD, for example, was down 17% for the quarter to $186.6 million. Lillys $1.5 billion ED blockbuster Cialis scored a bit of a reprieve last week, reaching a settlement that will extend its patent through September of next year. But the product is showing its age: Sales were flat at $627 million, driven largely by price increases, the company said.
Lillys pipeline challenge has been highlighted recently by beleaguered baricitinib, its much anticipated JAK inhibitor to treat rheumatoid arthritis, which was handed a surprise complete response letter from the FDA in April. In a separate announcementtoday, the company said it would take a minimum of 18 months to address the FDAs concerns. The agency has suggested a new clinical trial would be necessary to prove that the risk/benefit profile is acceptable, according to Lilly.
The delay was surprising to some analysts, including Tim Anderson of Bernstein, who declared in a note to investors that Lillys management recently indicated it was hopeful a resubmission might occur in early 2018not happening!
Lilly CEO Dave Ricks said the company remains committed to baricitinib, even after one analyst pointed out that the rheumatoid arthritis field is already crowded with entrenched players. When will the company just give up, she wondered?
Ricks replied that Lilly is a long way from giving up. After discussions with the FDA, the company has clarity on what the FDAs point of view is. Its just not our point of view, he conceded. But give up? Not a chance, he said. Its definitely disappointing but were committed.
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Olympic Swimmer Dara Torres Offers Advice to People With … – TeenVogue.com
Posted: July 23, 2017 at 12:45 am
This story was published on The Mighty by Erin Migdol , a platform for people facing health challenges to share their stories and connect.
For many people with psoriasis , a flare-up means going outside in shorts or a swimsuit seems out of the question. But take it from five-time Olympic swimmer Dara Torres, whos been forced to confront this dilemma over and over since her diagnosis with psoriasis 25 years ago you can show off your beach body in the summer, and you should if you want to.
Torres, 50, is advocating for psoriatic disease this summer as part of the sponsored [Show More of You](http://www.showmoreofyou.com( campaign. She told The Mighty she first began noticing red, itchy patches while she was training for her third Olympics, the 1992 games in Barcelona. I was in a swimsuit and everyone could see everything, she said. I was embarrassed by it and put lotion on it and thought it would go away, but it got worse.
She was soon diagnosed with plaque psoriasis, which flares up when she gets stressed. Back then, she said people werent as educated about psoriasis and psoriatic diseases as they are today, and she felt self-conscious knowing it could flare when she was stressed about an upcoming meet.
No one had [the] nerve to come up and say anything. But you can tell when people are looking at you, and I felt like people were looking at me. Back then, people thought they would get it, Torres said. People thought if they touched me and it hit their skin they would get it or if they were in the pool with me, then they would get it, too.
But those misconceptions simply arent true psoriasis is not contagious and is actually common (approximately 7.5 million Americans have psoriasis, and up to 30 percent of those may also eventually develop psoriatic arthritis ). Its also treatable with the help of a dermatologist.
Thats why Torres is partnering with Celgenes Show More of You campaign, which seeks to raise awareness of psoriatic disease and show people with psoriasis they can still be their true selves this summer. Torres said she became more confident in her body when she realized, as she says, my business suit is my swimsuit.
I couldnt not be confident, I had to follow my dreams and continue swimming. I couldnt not go to the Olympics because I had psoriasis, Torres said.
And she has a message for others who might feel embarrassed or ashamed of their psoriasis this summer: talk with a dermatologist about treatment options, and get out there.
[The campaign] is sharing other people with psoriasis stories and saying hey, its OK. We want to give them confidence to know that they can go out show more of you is really a great name, Torres said. Everyone in the world knows bodies come in all shapes and sizes and you shouldnt be discriminated against for that.
Related: When a Hairdresser Refused to Cut My Hair Because I Have Psoriasis
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European approval for LEO Pharma’s in-licensed psoriasis drug … – The Pharma Letter (registration)
Posted: at 12:45 am
Kyntheum (brodalumab), a new biologic medicine developed for the treatment of moderate-to-severe plaque
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European approval for LEO Pharma's in-licensed psoriasis drug ... - The Pharma Letter (registration)
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Cyndi Lauper showcases backstage psoriasis woes in Novartis’ new Cosentyx spot – FiercePharma
Posted: July 22, 2017 at 7:47 am
Cyndi Lauper is back to star in another round of Novartis psoriasis marketing.
The '80s pop music icon, who in 2015 partnered with the Swiss pharma giant and the National Psoriasis Foundation on a disease-awareness push, appears with two other real-life patients in Novartis latest Cosentyx spot.
RELATED:Novartis goes '80s with Cyndi Lauper-led psoriasis campaign
It was tough getting out there on stage, she narrates, as the camera shows her in her dressing room, trying to disguise her psoriasis with spray makeupand failing. The commercial weaves Laupers story with those of two other patients, shown struggling withunwanted attention aspeople around them stare at the red, flaky skin patches caused by the disease.
But the video spot takes a triumphant turn after Lauper declares that I found something that worked and keeps on working.
Never give up, she urges viewers, adding, clear skin can last as she rocks out on stage and then walks into a crowd of adoring fans.
RELATED:Novartis bolsters its home-turf advantage in psoriasis with Cosentyx DTC push
The new work is part of Novartis See Me campaign, which the company launched last year to play well with this patient base and further grow the brand, as then-pharma chief David Epstein told investors on an early 2016 conference call.
The new spot comes in the face of some new competition. Since the Basel-based drugmaker rolled out its first DTC effort in psoriasis, Eli Lillys Taltz, Valeants Siliq and, most recently, Johnson & Johnsons Tremfya have arrived on the next-gen psoriasis scene. Those rivals didn't stop Cosentyx from cracking the blockbuster barrier, though; it racked up $1.13 billion worldwide in 2016.
And asJohnson & Johnson execs recently reassured their own investors, theres still plenty of market share to go around. We believe it's only about 25% to 30% of the patients in that category [who] are actually on some of the newer agents, CEO Alex Gorsky said. So that in and of itselfrepresents a significant opportunity.
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Cyndi Lauper showcases backstage psoriasis woes in Novartis' new Cosentyx spot - FiercePharma
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