Novartis “My Skin And Bones” Campaign
Educating and motivating physicians to look beyond the skin and treat psoriasis as a holistic psoriatic disease is a significant challenge. Psoriasis patients constantly worry about their external appearance, with their appointments focused solely on their inflamed skin. This preoccupation leaves them with little time to consider or inquire about underlying issues that might be affecting their overall health. To address this, an unbranded campaign was launched, encouraging consumers to talk to their doctors about potential underlying issues related to their psoriasis.
More than 30% of people diagnosed with moderate to severe psoriasis will also develop psoriatic arthritis, but few of those patients are aware of this risk. COSENTYX is a prescription biologic that treats both conditions, and Novartis wanted to expand their market share in the psoriatic arthritis category.
Novartis had a mission to educate and motivate physicians to look beyond the skin and to treat psoriasis as a holistic psoriatic disease (per the definition of skin and joint involvement) to ensure that patients at risk of psoriasis or psoriatic arthritis are treated early.
