In Novartis' newest Cosentyx push, active, real-life patients take center stage

Novartis' Cosentyx won its FDA approval for psoriatic arthritis in early 2016.

Novartis has already featured real-life patients in its “See Me” campaign for Cosentyx in psoriasis. Now, as it showcases the medication as a psoriatic arthritis treatment, it’s going a similar route.

Three Cosentyx patients star in the Swiss drugmaker’s newest TV spot, “Watch Me.” And where “See Me” focuses refusing to let psoriasis define your appearance, the appropriately action-oriented “Watch Me” features patients refusing to let psoriatic arthritis define their daily activities.

RELATED: Cyndi Lauper showcases backstage psoriasis woes in Novartis' new Cosentyx spot


Veeva 2020 Unified Clinical Operations Survey

We believe you have the knowledge and expertise to make this year's Veeva 2020 Clinical Operations Report even more robust and insightful than the last. Please take a moment to share your opinion in this 10-minute survey. All qualified respondents will be entered to win a $500 Amazon gift card.

“Psoriatic arthritis tries to get in my way? Watch me,” one patient says as she gets out of bed to assemble lunches for her family and attend a football game. “I’ve tried lots of things for my joint pain. Now, watch me,” another says as he plays pinball with friends as an arcade. “Think I’d give up showing these guys how it’s done? Please,” a barre teacher adds.

As the narration notes, “real people with active psoriatic arthritis are changing they way they fight it”and that’s the message Novartis is working to drive home. It highlights the blockbuster as “a different kind of targeted biologic” before the ad closes out with high fives all around.

In a class that’s blowing up as rapidly as Cosentyx’ IL-17, different is good. Since Cosentyx first won its psoriasis approval in early 2015, a flurry of competitors have rolled out their own rivals. Among them? Eli Lilly, which debuted Taltz, and Johnson & Johnson, which now markets Tremfya. None of the new meds have matched the psoriatic arthritis or ankylosing spondylitis nods Cosentyx picked up in early 2016, though.

RELATED: Novartis, Celgene and Pfizer trot out positive data in red-hot psoriatic arthritis race

Of course, that’s not to say they won’t. Taltz is in phase 3 trials as a treatment for axial spondyloarthritis, a set of conditions that includes ankylosing spondylitis. And outside the class, J&J has already filed Simponi Aria as a therapy for both ankylosing spondylitis and psoriatic arthritis. Other drugmakers such as Celgene and Pfizer are churning out psoriatic arthritis data, too.

Novartis, though, has relished its head start in the field; Cosentyx’ newer indications helped it rack up $1.13 billion last year.

Suggested Articles

Only months removed from a gamechanging label expansion for Vascepa, Amarin is scrambling after a district judge invalidated the drug's key patents.

Move over, Roche. There’s a new small-cell lung cancer therapy on the scene, and it belongs to AstraZeneca.

Fujifilm says it is prepared to ramp up production of Avigan for any country that wants to try it as a potential treatment for COVID-19.