Mar­ket­ingRx roundup: Bris­tol My­ers en­lists Ted Dan­son for pso­ri­a­sis cam­paign; Re­gen­eron de­buts Eylea HD ef­fort

Bris­tol My­ers Squibb adds star pow­er to its pso­ri­a­sis ad­ver­tis­ing. The drug­mak­er is work­ing with ac­tor and pso­ri­a­sis suf­fer­er Ted Dan­son to its So­tyk­tu mar­ket­ing ef­forts with a new “SO, Have You Found It?” cam­paign. The work “aims to shift per­spec­tives to­wards em­pow­er­ment and self-ad­vo­ca­cy,” said Car­los Dor­trait, gen­er­al man­ag­er of US im­munol­o­gy and neu­ro­science, in an email. Bris­tol My­ers’ hope is in “fos­ter­ing a deep­er con­nec­tion and un­der­stand­ing with­in the com­mu­ni­ty and more broad­ly,” he said. The ef­fort is cen­tered on the cam­paign web­site with new con­tent to be added reg­u­lar­ly, he said, and will ex­pand out in­to so­cial and dig­i­tal me­dia ef­forts.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER