Crisaborole

Arcutis Biotherapeutics is looking to compete against Amgen's blockbuster rival Otezla. One year after receiving FDA approval, Arcutis Biotherapeutics is launching the first direct-to-consumer ad campaign for its plaque psoriasis therapy Zoryve. The non-steroid drug competes with Amgen's blockbuster Otezla, which generates more than $2 billion annually and has multiple indications. Otezla was the first pill approved for plaque psoriasis. Arcutis aims to distinguish Zoryve from both topical steroids and Otezla by emphasizing its easier method of administration, which can cover all skin areas. This is in contrast to steroidal creams, which may pose safety risks with prolonged use. This focus is evident in its advertisements The commercial features a simple black background with a central focus on people's naked bodies (without showing their faces). A narrator asks, "For plaque psoriasis, why can't there be a steroid-free topical I can use for as long as I need?" Then a new voice comes in, adding: “A cream I can apply, just once a day,” playing on the “Cream That Can” tagline for the campaign. The "Cream That Can" ad will “air across many of the top on-demand video streaming platforms,” the company said in a release, rather than a full focus on TV. Zoryve (roflumilast) works a topical formulation of the PDE4 inhibitor found in AstraZeneca’s chronic obstructive pulmonary disease treatment Daliresp. The psoriasis med crossed the FDA finish line last August, and Arcutis has been ramping up the unbranded awareness campaigns for the dermatology condition before this new DTC. In September 2022, just weeks after the green light for the med, it launched the “Expose Psoriasis” online educational campaign designed to improve the understanding of plaque psoriasis' physical and emotional impact. It also aimed to raise awareness that symptoms may occur anywhere on the body including knees, elbows, torso and sensitive places like the face and genitals. Before that, in April 2022, Arcutis had also released a survey from the Harris Poll that found 75% of people with psoriasis in intertriginous areas, or skin folds, reported a negative impact on their emotional well-being. “The Cream That Can helps make clear skin the hero. No matter where plaque psoriasis may appear on the skin, whether in hard-to-treat areas like knees and elbows, or sensitive areas like the face and skin folds, Zoryve is the cream that can help,” said Ayisha Jeter, interim chief commercial officer at Arcutis, in a press release. Arcutis is hoping to do better than Pfizer’s Eucrisa, which was set to be the next big topical treatment for inflammatory skin diseases, but the ointment never gained traction in psoriasis thanks to side effects and reimbursement hurdles. But Mizuho analysts are bullish on Zoryve's prospects, which works differently to Eucrisa, and believes the Arcutis med can, with other approvals, hit peak annual sales of between $1.8 billion and $3.8 billion in 2030. In the current psoriasis treatment landscape, next-gen biologics such as Novartis’ Cosentyx, Eli Lilly’s Taltz and AbbVie’s Skyrizi have demonstrated remarkable efficacy in psoriasis. But in an interview with Fierce Pharma last year, Arcutis CEO Frank Watanabe said Zoryve isn’t positioned as a competitor to the biologics but rather as being complementary to them.  

Both well-established and newer topical treatments addressed ROSEMONT, Ill., Jan. 12, 2023 /PRNewswire/ -- Often called eczema or atopic eczema, atopic dermatitis is a common skin condition, affecting 1 in 10 Americans1. Although atopic dermatitis occurs most frequently in children, it also affects adults and can have a significant impact on patients' quality of life. To help ensure that adult patients with atopic dermatitis receive the best possible treatment, the American Academy of Dermatology (AAD) has published updated guidelines of care for the management of atopic dermatitis in adults with topical therapies in the Journal of the American Academy of Dermatology. Continue Reading This is the second in a series of updated guidelines the AAD is producing on the condition. The updates, which outline best practices for topical treatment of the disease, were developed by an expert workgroup of 12 physicians, including 11 dermatologists, an allergist/pediatrician and one patient representative. The AAD published updated guidelines of care for the management of atopic dermatitis in adults with topical therapies Tweet this "Atopic dermatitis is the most common type of eczema, and it can interfere with a person's daily life without proper treatment," said board-certified dermatologist Robert Sidbury, MD, MPH, FAAD, co-chair of the AAD's Atopic Dermatitis Guideline Workgroup. "The guidelines provide evidence-based recommendations for dermatologists to use in caring for their adult atopic dermatitis patients with topical treatments, which have come a long way since the guidelines were last revised in 2014. This update reflects the latest advances in topical medications that are now available to help adults with atopic dermatitis." Atopic dermatitis can develop on any area of your skin at any age. Adults who have atopic dermatitis often have red to dark patches and scaly skin. They also can have extremely dry skin, hand eczema, eye problems, and skin that is easily irritated. "While atopic dermatitis cannot be cured, it can be controlled with proper treatment," said Dr. Sidbury. "A plan created by a board-certified dermatologist can help ease symptoms, reduce flare-ups, and prevent it from worsening. Topical treatments remain one of the most popular options due to their effective track record and overall safety." The Atopic Dermatitis Workgroup developed 12 recommendations on how to manage atopic dermatitis in adults with topical therapies. The workgroup provided new recommendations for non-prescription methods as well as prescription treatments. Strong recommendations were made for topical treatments in which the benefits clearly outweigh the risks and burdens to the patient. These recommendations apply to most patients in most circumstances. Strong recommendations were made for the use of the following: Moisturizers help to relieve patients' dry, cracked skin, decrease inflammation, and reduce the severity of and increase the time between flare-ups. Topical calcineurin inhibitors (pimecrolimus 1% cream and tacrolimus 0.03% or 0.1% ointment) reduce patients' inflammation and itching, as well as decrease their flare-ups. Topical corticosteroids are commonly used as the first-line treatment for patients with atopic dermatitis in all skin regions. They help to relieve itching, decrease inflammation, and can decrease infections. Phosphodiesterase-4 inhibitor (crisaborole ointment) can reduce patients' inflammation, help relieve itching, and decrease infections. Janus kinase inhibitor (ruxolitinib cream) can be used short term to ease the inflammation and itching of patients with mild to moderate atopic dermatitis. The guidelines provide conditional recommendations for the use of bathing and wet wrap therapy. Conditional recommendations apply to most patients, but the most appropriate action may differ depending on individual patient factors. Bathing, followed by moisturization , helps patients hydrate the skin. Bleach baths can help patients prevent infection and get rid of bacteria on their skin. Wet wrap therapy utilizes wet bandages to help hydrate and soothe patients' skin. This treatment provides a barrier against scratching, helps to decrease redness and inflammation, and can reduce the bacteria on patients' skin. "These recommendations are based on the latest evidence-based research on the most effective topical treatments for our patients," said Dawn Davis, MD, FAAD, co-chair of the AAD's Atopic Dermatitis Guideline Workgroup. "These recommended treatments can be used individually or in combination with other treatments." The guidelines made conditional recommendations against the use of topical antimicrobials, antiseptics, and antihistamines due to the low certainty of evidence, which means the true effect may be substantially different from the estimated effect. "These guidelines were updated to enable dermatologists to optimize topical treatments to provide adult atopic dermatitis patients with expert care," said board-certified dermatologist Mark D. Kaufmann MD, FAAD, president of the AAD. "Since each patient's atopic dermatitis is unique, board-certified dermatologists can determine the treatments that will work best for them. I'm very grateful to our workgroup for providing these important updates to help patients worldwide." To find a board-certified dermatologist in your area, visit aad.org/findaderm. More information: Eczema Types: Atopic Dermatitis Overview Eczema Types: Atopic Dermatitis Symptoms Guidelines of care for the management of atopic dermatitis in adults with topical therapies About the AAD 1938, is the largest, most influential and most representative of all dermatologic associations. With a membership of more than 20,000 physicians worldwide, the AAD is committed to advancing the diagnosis and medical, surgical and cosmetic treatment of the skin, hair and nails; advocating high standards in clinical practice, education and research in dermatology; and supporting and enhancing patient care because skin, hair, and nail conditions can have a serious impact on your health and well-being. For more information, contact the AAD at (888) 462-DERM (3376) or aad.org. Follow @AADskin on Facebook, Pinterest and YouTube and @AADskin1 on Instagram. About JAAD The Journal of the American Academy of Dermatology is the most widely read dermatology journal in the world, according to Kantar Media. JAAD was the first most-cited dermatology journal in 2021, according to impact factor rankings from Clarivate's Journal Citation Reports (JCR) Web of Science Group. JAAD also has two open-access companion titles: JAAD Case Reports and JAAD International. Follow @JAADJournals on Facebook, Twitter, and Instagram. SOURCE American Academy of Dermatology