Leo Pharma looks 'beyond the skin' in atopic dermatitis awareness campaign
As Leo Pharma aims to take on heavyweight champ Dupixent in atopic dermatitis, the company is launching “AD Days Around the World,” an awareness campaign documenting real patient stories across Europe.
The project, unveiled on Monday, spotlights four patients: Marjolaine, Laura, Julia and África from France, Italy, Germany and Spain, respectively, in short video clips on the challenges of living with AD, the most common form of eczema.
“People normally don’t realize how serious and how intense for us it is and how deeply we suffer it,” África says in a short clip.
She wrote a children’s book on her experience with AD. “Eight years ago, 90% of my body was covered in eczema. When I met the doctor who helped me, it was like a miracle. He was the first doctor to tell me, ‘This is no way of living.’ I was feeling much better; my skin was much better.”
The clips are moderated by patient advocate Ashley Ann Lora, who traveled to Europe to speak with the four patients. The campaign website also features resources and advice for patients, including a guide to help prepare for doctor’s visits.
Though the campaign is unbranded, the site links to Leo Pharma’s main website, where there’s more information on its products and experimental pipeline. There’s a big focus on Adbry, the atopic dermatitis drug Leo scooped up from AstraZeneca in 2016 and got approved in December. The company also has delgocitinib, a late-stage pan-JAK inhibitor for chronic hand eczema and a couple experimental monoclonal antibodies in the works for AD.
The company’s eczema and skin infection unit raked in about $378 million last year (DKK 2.8 billion), up 6% according to a financial report.
Efforts are being led by ex-Orphazyme CEO Christophe Bourdon, who announced he was jumping over to Leo in February amid a major restructuring. Earlier that month, Leo Pharma said it would eliminate up to 1,000 of 6,000 positions over the next two years. A spokesperson told Endpoints News on Wednesday that most changes have already taken place.
’We know dermatology goes beyond the skin, and in our industry, we have the responsibility to see the whole patient when it comes to care,” Bourdon said in a news release.
A correction has been made to reflect that Leo Pharma’s staff reduction will affect up to (not more than) 1,000 positions.