美女免费一级视频在线观看

Living with hidradenitis suppurativa (HS) can be a truly painful experience.

A chronic inflammatory skin condition, HS starts inside your body and can lead to recurring, aching abscesses and nodules, as well as tunnels that form under the skin between abscesses, which can lead to scarring. 

An estimated 3 million Americans suffer from the condition and often have to alter their daily routines to deal with bandaging and pain. 

They experience stigma and shame that affects all areas of their lives, including relationships, education and work.

The stigma associated with HS can also prevent patients from seeking treatment and keep them from doing the things they love.

However, UCB wants to empower patients by way of a recently-launched campaign supporting Bimzelx. 

The biopharma’s campaign for the treatment, which received FDA approval late last year to treat HS, aims to help patients get back to daily activities. 

Get Yourself Back is a direct-to-consumer campaign, designed in partnership with the HS patient community, telling real stories of actual patients currently being treated with Bimzelx.

The campaign is the third extension of the Bimzelx promotional effort. 

The first ad concentrated on the treatment of psoriasis and launched during the Academy Awards. Roughly a year later, UCB launched the psoriatic arthritis extension. 

In June, which aligned with HS Awareness Month, the HS iteration of the campaign was introduced.

Brittany Blair, head of patient strategy and solutions, immunology at UCB, says that HS is the smaller indication for which Bimzelx is approved, but remains one of the largest in terms of unmet needs.

This is where she sees opportunities for education and awareness when it comes to treatment options.

“We have a responsibility as a manufacturer to support that community of people living with HS and make sure that their voices are heard,” says Blair.

She adds that the patients are experts in their domain and have an ability to educate people around them and the greater HS community. 

The campaign follows three real people living with HS as they go from living covered up to throwing away some of the items that once held them back — like extra bandages and additional layers of clothing. 

Two of the individuals are also taking Bimzelx for their HS and one of the patients participated in a clinical trial for the drug. 

One of those patients is Chaquira, who, in her video, explains having to live with the constant bandages, pain and uncertainty of the condition. 

After switching to Bimzelx, she explains that she is back to being able to live the life she wants to live.

Blair says UCB found the subjects for the campaign through their healthcare providers. 

Meeting each patient brings new learnings to UCB about how to be good partners and advocates, she notes. 

Chaquira, she points out, was more than happy to be part of making other people aware of what life with HS looks like.

UCB worked with Jacques, a 2025 MM+M Agency 100 honoree, on the campaign. The advocacy leaders included in the effort participated in a video shoot in New Orleans to advise how HS patients would move and act.

“We actually use them on the screen, of course, but also behind the scenes to make sure that what we are shooting and producing is realistic,” says Blair.

UCB also has a presence at different conferences, including another iteration of its HS Summit earlier this month in Atlanta. 

The drugmaker brought together more than 150 patients and HCPs, including advocacy groups and leaders, to its headquarters for a two-day session. The summit was focused on HS education and connecting patients to HCPs, which helped to gain insights from both providers and patients.

UCB is hoping the Bimzelx campaign helps more people to be aware of HS and how to spot it, as well as helping those with the condition find the right treatment. 

Aside from the TV commercials, there will also be stories from real people living with HS as well as complementary social, digital and promotional materials. 

The campaign efforts funnel people to the Bimzelx website, which features educational content about the treatment and HS, including a downloadable discussion guide to empower patient conversations with healthcare professionals.

Ultimately, Bimzelx will have five indications — something the company had planned for when it built its master brand approach a few years ago. 

Even though there are separate campaigns for psoriasis, rheumatology and others, they all relate to the Get Yourself Back platform, Blair notes, which is all about reclaiming those little moments in life that are actually the most important.

“Going to work, spending time with friends and family, it’s different for everyone — those little things that actually are the big things, and being able to reclaim those, that’s what remains consistent, no matter what kind of patient we’re talking to,” she says.