Prelaunch Education in Skin Health

Biogen Idec, Inc.

Prelaunch Education in Skin Health
Biogen Idec, Inc.

Spectrum began working with Biogen Idec to prepare the marketplace for AMEVIVE® (alefacept), the first biologic treatment for chronic plaque psoriasis. SPECTRUM was charged with educating physicians and consumers about psoriasis and introducing new biologic therapies. Even though biologic treatments were heralded by the National Psoriasis Foundation (NPF) as one of the most significant treatment breakthroughs in 20 years, they were relatively unknown to the product's target audiences.

Through the media, Spectrum educated the dermatology community about AMEVIVE in deskside interviews with trade publications. To educate the general public, Spectrum brokered a partnership between the NPF and Biogen Idec to launch the "Step Into My Skin" education campaign. Spectrum signed Jerry Mathers, star of TV's "Leave It To Beaver," as the campaign celebrity spokesperson to help shine a spotlight on psoriasis. The campaign generated nationwide coverage, reaching an estimated audience of more than 40 million.

In 2003 Biogen Idec and Spectrum announced the approval of AMEVIVE through a nationwide media blitz. Spectrum deployed its bureau of physician and patient spokespeople to drive home the emotion and excitement felt by dermatologists and patents who finally had a novel, effective way to manage psoriasis.