Ameluz
Biofrontera and Elevate Healthcare
When it comes to treating actinic keratosis (AK), dermatologists and physicians have settled for readily available treatments, from cryotherapy to topicals to the most commonly used photodynamic therapy (PDT) brand. While HCPs are set in their ways and satisfied with the convenience of these traditional treatments, there is something better— Ameluz.
Approximately 8% to 10% of AK will develop into invasive squamous cell carcinoma, and Ameluz with BF‑RhodoLED is the first and only combination product for PDT approved for field-directed treatment of AK. Despite this, the brand experienced low awareness and slow uptake, prompting Biofrontera to tap Elevate Healthcare for relaunching the product into a market that was dominated by entrenched behavior/mindsets.
The goal of the launch strategy was to change dermatologists’ behavior by creating a greater sense of urgency around the treatment of AK and the need to address visible and subclinical AK lesions sooner by leveraging the strong clinical data and nanoemulsion technology of Ameluz. Working together the companies aimed to disrupt current thinking about PDT by directly connecting the clinical benefits of Ameluz to preventing cancer.
The “When Danger Lurks Below the Surface” campaign creates a sense of great urgency around the cancer-causing potential of each and every AK lesion. The shark impressions on the forehead of a typical patient, cropped closely to draw the viewer in, and the bold headline clearly remind dermatologists of the threat both visible and subclinical AK lesions pose, and the need for a more focused, deliberate approach to treatment.
With Ameluz, doctors can address lesions that are seen while at the same time they can address equally dangerous lesions that may be unseen. The key to disrupting the status quo with this imagery was to quickly, simply, and powerfully connect the clinical needs of AK patients with the ability of Ameluz to provide a differentiated solution that rises above the others in a sea of well-entrenched competition.
