Sun Pharma’s newest tildrakizumab-asmn (Ilumya) campaign depicts real-life psoriasis patients who learned to love themselves again once they found the right treatment. Tildrakizumab-asmn is a biologic that was approved for the treatment of psoriasis in 2018.
The campaign features three patients sitting on a “LUV Seat” with loved ones, a life coach, and a dermatologist to discuss living with psoriasis and finding the right treatment.
The Dermatology Digest spoke to Maureen Shannon, the Head of Biologics Marketing at Sun Pharma, about the campaign and its messaging.
TDD: Please tell us about the origins of the “I LUV YA for The Long Haul” campaign.
Maureen Shannon: “We know moderate-to-severe plaque psoriasis is not just [marked by] the visible symptoms on the skin, but also invisible symptoms like isolation and self-doubt, which patients often experience. Additionally, it can be a frustrating process to find the right medication that works. This campaign is all about inspiring the people living with moderate-to-severe plaque psoriasis so they can have hope and live with optimism and self-love when it comes to finding the right treatment option.”
TDD: What are some of the insights from this campaign?
Ms. Shannon: Nearly eight million patients in the U.S. currently live with psoriasis, and they know firsthand how the condition can impact one’s physical and emotional well-being. The visible plaques and flakes can contribute to feelings of embarrassment for patients because of how their skin looks. Many patients have failed multiple different treatment options and may have lost hope they will find something that works for them. Therefore, we took what we heard from these experiences and used those insights to fuel our new campaign. We were fortunate to work with three real-life Ilumya patients – Mark, Sheila, and Todd – and hearing their stories really backed up why the work we do is so important. Mark, for example, has lived with moderate-to-severe plaque psoriasis for decades and began internalizing his anxiety and stress as he tried to find a treatment that would work for him. Thankfully, Mark did not give up and eventually was introduced to Ilumya because it is covered under Medicare Part B, and with supplemental coverage, he has zero to no copay. We know there are many more stories out there like Mark, Todd, and Sheila’s, and ultimately, our goal is for I LUV YA for The Long Haul to inspire others.”
TDD: What do you want dermatologists and dermatology advanced practitioners to know about the campaign and its insights?
Ms. Shannon: “A core theme of the campaign is ‘guiding luv’ or the support a dermatologist and/or dermatologist advanced practitioner can provide for a patient when it comes to helping them understand their condition and find the right treatment option. It’s not uncommon for flare-ups and flaky skin to lead to feelings of insecurity or embarrassment for patients. For healthcare providers, establishing a trusting relationship with their patients can create a safe space for them to open up about these invisible symptoms and help them understand that these emotions are expected – and the right treatment is out there. We intend for I LUV YA for The Long Haul to be a resource for dermatologists and advanced dermatology practitioners to relate with and educate their patients about potential options.”
