Roivant’s Der­ma­vant de­buts first-ever TV com­mer­cial for pso­ri­a­sis cream Vta­ma

Der­ma­vant Sci­ences has been mar­ket­ing its first prod­uct, pso­ri­a­sis med Vta­ma, to der­ma­tol­o­gists for months, but on Tues­day it rolled out its first con­sumer cam­paign. The de­but DTC ef­fort in­clud­ing a stream­ing TV com­mer­cial en­cour­ages pa­tients to a “Top­i­cal Up­ris­ing” in a nod to Vta­ma be­ing a top­i­cal cream.

In the new com­mer­cial, a swell of peo­ple dis­cards scarves and jack­et cov­er­ings, gath­er­ing in the street to con­verge on a phar­ma­cy to de­mand a steroid-free pre­scrip­tion. A mo­ment of lev­i­ty fol­lows when a phar­ma­cist says, “You know you can just talk to your doc­tor, right?” The gath­ered crowds col­lec­tive­ly says, “Oh.”

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