Eli Lilly Expands 'Get Better' Campaign to Address Skin Disease Health Equity

Eli Lilly has broadened its "Get Better" campaign by launching new advertisements that highlight its efforts to combat disparities in dermatology access and treatment. Initially introduced earlier this year, the campaign began with a television advertisement that illustrated how factors such as income can hinder patient recovery. Subsequent ads emotionally addressed life with Alzheimer’s disease and the stigma surrounding body weight, covering crucial therapeutic areas for Lilly without directly promoting its products.

The latest iteration of the campaign shifts focus to skin disorders, emphasizing Lilly’s commitment to health equity and raising awareness about the disparities faced by people of color with skin conditions like eczema. One of the ads, currently running on Facebook and Instagram, states, “our clinical trial imagery highlighting diverse​ skin tones will be shared with doctors so more patients​ can receive proper care.” Another ad on the same platforms asserts, “an eczema diagnosis should not depend on skin color.”

This campaign direction stems from the understanding that dermatological diseases manifest differently depending on skin tone, compounded by evidence suggesting that some healthcare professionals lack sufficient training to diagnose these conditions in people of color. A study revealed that nearly half of dermatologists felt inadequately trained to diagnose skin diseases in individuals with darker skin. By addressing this knowledge gap, Lilly aims to educate healthcare professionals and inform the public about its involvement in promoting health equity.

In March, Lilly released data from a study involving 50 individuals with atopic dermatitis and darker skin tones who were administered its IL-13 drug, lebrikizumab. The findings indicated that the efficacy of lebrikizumab was consistent between people with darker skin tones and the broader phase 3 population. Lilly refiled for FDA approval of lebrikizumab earlier this year after the agency initially rejected the application due to issues with a third-party manufacturer.