As­traZeneca bows first ad cam­paign for lu­pus med Saph­ne­lo, high­lights pa­tients' per­son­al ex­pe­ri­ences

Lu­pus isn’t fair — and As­traZeneca’s de­but di­rect-to-con­sumer ad cam­paign for Saph­ne­lo wants to let pa­tients know that it un­der­stands. And that it’s here to dis­rupt the sta­tus quo.

Saph­ne­lo, ap­proved in Au­gust, is the first new med for sys­temic lu­pus ery­the­mato­sus (SLE) in more than 10 years. Its type I in­ter­fer­on dif­fers from its lu­pus mar­ket-es­tab­lished com­peti­tor Glax­o­SmithK­line’s Benlysta, a B-cell ac­ti­vat­ing fac­tor in­hibitor first ap­proved in 2011.

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