Doctors get personal about the impact of acne in new Sun Pharma video, social media series

Sun Dermatology has released a new video featuring healthcare providers talking about their personal experiences with acne. The Sun Pharma marketing team timed the release to coincide with back-to-school season, when kids can feel stigmatized by the condition.

The “My Life with Acne” video stars 10 healthcare professionals: seven dermatologists, two dermatology physician assistants and one dermatology nurse practitioner. The HCPs get candid about how their experiences with acne played a role in their chosen career paths and how it continues to impact their patient care. 

“We thought it would be inspiring to share their perspective and experiences in a creative way,” Andy Nelson, vice president of sales and marketing at Sun Pharma, a division of Indian-based Sun Pharmaceuticals in the U.S., told Fierce Pharma Marketing. “Doing this may help people suffering from acne better relate to their own healthcare providers.”

In fact, acne is the most prevalent skin condition in the U.S., affecting up to 50 million Americans—80% of all people during some point in their lives. Depending on its severity and persistence, acne is correlated with psychosocial problems and low self-esteem, according to Nelson.

Sun Pharma markets Winlevi, a first-in-class topical androgen receptor inhibitor, which nabbed an FDA OK in 2020 for the topical treatment of acne patients 12 years of age and older and launched in the U.S. late last year.

Throughout the five-minute video, set up as an awareness campaign for the condition, HCPs cover experiences crossing sexes, a range of ages and several races. For example, Corey Hartman, M.D., talks about knowing he wanted to be a dermatologist at age 14 because he grew up next door to the “only Black dermatologist in Louisiana.” Plus, he adds, acne not only “wears on your self-esteem,” it “can even interfere with your ability to excel professionally.”

“Having acne is why I became a dermatologist, and treating acne is still my No. 1 thing to do,” Julie Harper, M.D., said in the video. “We’re not just impacting their skin, we’re impacting their lives.” 

The video will be posted on the Sun Pharma YouTube channel and followed up with a series of social media posts on the pharmaceutical company’s global LinkedIn channel and its U.S. Twitter channel.

Although Nelson states that the video was produced primarily for other dermatology HCPs, it may also help to reassure patients if it builds a more personal connection between them and their provider.

“Sun Pharma strives to come up with compelling and creative ways to educate the audiences we serve in order to make a difference in patient care,” Nelson said.

“Our dermatology division has been a key focus of the company for 30 years, with acne as one of our major treatment areas. We hope this video reiterates to everyone dealing with acne that a positive relationship between a healthcare provider and patient is key to the ongoing management of this very common condition.”