AbbVie is running a new psoriasis campaign based on feedback from real patients about how the condition affects their daily lives.
Known as “PSO Done”—with the PSO standing for psoriasis—AbbVie kicked off the campaign on Good Morning America on April 6.
On the show, fashion expert and former “What Not to Wear” cohost Stacy London and Chronicon founder Nitika Chopra shared their personal journeys with the condition.
This includes managing flare-ups, adapting clothing for comfort and navigating the emotional impact of visible symptoms. They also sought to encourage viewers to have conversations with a healthcare provider about symptoms and care.
Alongside the TV show launch is a new ad featuring a man visiting a barber’s shop and feeling self-conscious about his psoriasis.
The ad ends with a link to psodone.com, which features a large strip ad for Skyrizi on the homepage.
For many years, AbbVie has marketed Humira in psoriasis and psoriatic arthritis, among many other indications. After losing its exclusivity on the med several years ago, the company’s psoriasis marketing has focused on its next-gen drug Skyrizi.
This IL-23 inhibitor has a license to treat moderate-to-severe plaque psoriasis and psoriatic arthritis (among other uses) and raked in a huge $17.5 billion last year. The drug also saw the highest TV ad spend of all prescription drugs last year.
“AbbVie is proud to bring forward the PSO Done campaign, an initiative born out of deep patient insights around the emotional, physical and social impact of uncontrolled psoriasis symptoms,” Tanusree Misra, VP, Dermatology Psoriatic, US Immunology at AbbVie, said in a statement.
“By showcasing the daily experiences of patients, the campaign aims to raise awareness about the debilitating effects of this serious disease, highlighting the systemic and inflammatory nature, and importantly, aims to drive urgency to have transparent conversations about disease management with a dermatologist,” Misra added.
This is a cross-agency effort, with Digitas Health/Publicis Health Media leading the creative and paid strategy, Spark Foundry supporting media amplification, and Ogilvy Health helping drive earned media, spokesperson integration, and influencer engagement.
These efforts include its launch on Good Morning America, “followed by a satellite media tour extending reach across top psoriasis markets,” AbbVie told Fierce Pharma Marketing.
There will also be Times Square digital billboards and ongoing influencer partnerships.