Sun Pharma’s “I LUV YA for the Long Haul” campaign sheds light on the profound impact of moderate to severe plaque psoriasis on patients, emphasizing emotional empowerment and treatment success with ILUMYA. The campaign features patient narratives through videos, highlighting experiences beyond physical symptoms, focusing also on emotional well-being.
Patient’s Perspective
Mark, a longtime sufferer of moderate-to-severe plaque psoriasis, shares his journey with Dermatology Times. Diagnosed at seven, he faced significant challenges throughout his school years due to visible patches on his arms and face. “Class bullies taunted me during showers,” Mark recounts, reflecting on the emotional toll of the condition on his confidence and social life. Despite trying various treatments, including UV therapy and topical steroids, his condition remained uncontrolled until he started ILUMYA.
Mark emphasizes the transformative impact of ILUMYA, an injectable biologic covered under Medicare Part B, compared to previous treatments that failed to manage his symptoms effectively. He urges dermatologists to recognize the emotional burden of psoriasis on patients, advocating for broader awareness and accessible treatment options.
Expert’s Perspective: Omar Noor, MD
Dr. Omar Noor, a board-certified dermatologist, provides insights into the psychological challenges faced by patients with moderate-to-severe plaque psoriasis. He notes the visible nature of the condition often leads to feelings of insecurity and low self-esteem among patients. Dr. Noor stresses the importance of holistic care, acknowledging the need to address mental health alongside physical symptoms.
Regarding treatment options, Dr. Noor highlights ILUMYA’s efficacy and convenience as an injectable biologic. Its reduced dosing schedule appeals to patients’ lifestyle needs, particularly those with busy schedules or who travel frequently. He underscores ILUMYA’s positive outcomes in his practice, emphasizing the individualized nature of treatment responses.
Dr. Noor also commends the “I LUV YA for The Long Haul” campaign for amplifying patient voices and fostering a supportive community for individuals navigating the challenges of chronic plaque psoriasis. He encourages patients and physicians to collaborate closely in managing the condition effectively over time.
The campaign not only celebrates treatment success but also underscores the importance of patient advocacy and physician support in enhancing quality of life for those affected by moderate to severe plaque psoriasis.
This collaborative approach, bridging patient experiences with medical expertise, aims to empower individuals and promote comprehensive care strategies for managing chronic inflammatory conditions effectively.
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