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.

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