Almirall's dermatology focus will get a boost with a new skin disease awareness campaign. The Barcelona-based pharma’s digital work called the “Shared Skin Initiative” features 5 Almirall employees made up with various skin conditions to show the emotional impact of dermatological diseases.
The campaign was originally meant to be internal-only, an Almirall spokeswoman said via email. However, after a positive and successful reception from employees, Almirall decided to make the work public. Almirall sent the videos to journalists and it can also be seen on YouTube and LinkedIn.
The pharma wanted to bring “Almirall´s employees closer to dermatological diseases and make them share their skin to empathise, even more, with those who suffer of skin diseases.”
Almirall refocused on dermatology in late 2014 after selling its respiratory business to AstraZeneca. The pharma markets a variety of treatments for dermatological conditions such as psoriasis, dermatitis and severe acne as well as aesthetic skin treatments. It most recently acquired the rights to Veltin and Altavax from GlaxoSmithKline’s Stiefel and will market them through its U.S. affiliate Aqua Pharmaceuticals, which it acquired at the end of 2013.
The new campaign is not tied to any specific introduction of drugs, the spokeswoman said, but rather is it is “more of an overall boosting effort to reinforce Almirall’s global strategy focused on dermatology.”
- see the video
Almirall inks deal with startup Bicosome for its skin delivery technology
Almirall eyes growth in U.S., dermatology with $400M Aqua Pharma buyout
AstraZeneca seals the deal for Almirall's respiratory meds
Almirall buys ready-made dermatology R&D operation in €365M deal