Saturday, October 23, 2021

J&J opts for bolder, darker tone in new Tremfya ads to reflect real-life patient struggles


Johnson & Johnson is changing up the look and tone for psoriasis med Tremfya’s advertising to reflect patients’ real-life experiences.

The more somber, darkly lit TV ads vividly depict the shackles of psoriatic arthritis and the burning ember pain of plaque psoriasis in the latest commercials from J&J’s Janssen unit. The work is based on actual patient insights about what it feels like to live with the conditions and is “deliberately bold,” Anthony Fernandez, vice president of marketing for Janssen immunology, said.

“Many patients, in their own words, feel trapped in a body that does not feel like their own,” he said. “While other campaigns in the category focus on life after treatment, we feel that it’s equally important—if not more important—to acknowledge the realities of psoriatic disease.”

J&J uses a play on the brand name in the campaign to encourage patients to “emerge Tremfyant.”

RELATED: Challenging AbbVie and Lilly in psoriatic arthritis, J&J touts 2-year data for Tremfya

Eight million people in the U.S. and 125 million worldwide live with psoriasis and psoriatic arthritis, he said. Psoriatic arthritis alone affects around 1.5 million people nationwide, and 80% also have active psoriasis.

Janssen’s immunology ambitions go far beyond those two indications, too. The company is investing in research and development for other immunology diseases such as ulcerative colitis and Crohn’s. It has 21 first-in-class programs either in phase 2 or phase 3 trials, Fernandez said.

Tremfya added its psoriatic arthritis indication in July, making it the first IL-23 inhibitor to be approved for the condition. The drug was first approved to treat psoriasis in 2017.

RELATED: J&J joins psoriasis rivals Novartis, Lilly on the tube with new Tremfya ad

With so many people affected by psoriasis, it’s no surprise there are many drugs—and a lot of marketing—aimed at the condition.

The competitive category includes a handful of big DTC advertisers. AbbVie’s Skyrizi is another IL-23 inhibitor and direct Tremfya competitor, while IL-17 inhibitors Novartis’ Cosentyx and Eli Lilly’s Taltz are both prolific marketers. A third IL-17 drug, Siliq from Valeant, has not yet launched a consumer campaign.

Meanwhile, TNF inhibitors such as AbbVie’s Humira and Amgen’s Enbrel are well-established DTC marketers in both plaque psoriasis and psoriatic arthritis. Amgen’s Otezla, a PDE4 inhibitor previously owned by Celgene, also advertises in both conditions.



Source link

Latest Articles

Widely used chemical linked to 1,00,000 US deaths per year: Study

NEW YORK: Daily exposure to phthalates, a group of chemicals used in everything from plastic containers to makeup, may lead to approximately 100,000 deaths...

Foods to Reduce Inflammation and Strengthen the Immune System

Did you know that you can greatly reduce inflammation and boost your immune system by simply incorporating more anti-inflammatory foods and beverages into your...

Personal Selling

INTRODUCTION Early sellers and traders were not held in high esteem. The Roman word for salesman meant ‘Cheater’ and...

Building Muscle on a Vegan Diet

There are a lot of  misconceptions surrounding veganism. The notion that those who practice it are lacking in protein and therefore muscles is the...

Electrodes in brain new hope for severe cases of epilepsy

Neurosurgeons at All India Institute of Medical Sciences have devised a new technique for operating on children suffering from a severe form of epilepsy...