Psoriasis not only forces people to hide their skin, but their true selves. The “Show More Of You” campaign lets people know that with Otezla, they could let their real selves shine through. Goodbye sticky creams and adios injections. The integrated campaign informs and motivates people to have a dialogue with their doctor about an oral treatment for psoriasis that has proven efficacy.

Channel mix based on various inputs, including brand objectives, historical category efficacy, target affinity and message delivery.

TV:

• Broad reach, widely accessible platform to educate and encourage patients to make change

• Reaches large target audience across wide scale

• Sustains reach across mix of network and cable selections

Print:

• Medium to High consumption with ~10 magazines read a month

• Highly engaging medium with relevant editorial; builds mass awareness

• Requirement as book of record for TV campaign

Online:

• Historically led industry in per-dollar ROI

• High consumption: 3+ hours daily

• Ability to hone in on consumer through multiple forms of targeting

• Mobile activity provides opportunity to reach patients on the go

In-office:

• Last point of interaction with patient before speaking with dermatologist

• 85% of patients see/take note of in-office messaging

• Captivating environment with average wait times of 45 minutes+

Since launch:

• Campaign TV media has reached over 2,000 of GRPs and over 2 billion impressions

• Campaign print media has reached over 420 million impressions

• Campaign digital media has reached over 615 million impressions

• Campaign in-office media has been placed in over 5,000 dermatologist offices nationwide