Claudia Beqaj
Executive Director, Specialty Sales and Marketing, Dermatology
Boehringer Ingelheim Pharmaceuticals, Inc.
A Visual Standout
Claudia V. Beqaj led the successful launch of Spevigo, which was FDA approved in September 2022 for the treatment of generalized pustular psoriasis (GPP) flares in adults, by conveying the visual severity of the disease in ways never done before in our industry.
In one instance, she worked with Confideo to design, develop, and deploy two visceral and highly visual unbranded immersive multimedia tactical integrations. One enabled HCP customers to distinguish GPP contextually and clearly in a full 3D clinical presentation, while the other involved two holographic patient vignettes that displayed the severity of the disease and evoked empathy and understanding to reinforce the impact of GPP on patients.
Claudia also partnered with AREA 23 for a campaign at last year’s American Academy of Dermatology (AAD) annual meeting that drew a lot of attention. Called “The Unwearable Collection,” they partnered with internationally renowned Dutch designer Bart Hess who created an art gallery inspired by quotes from GPP patients. The four-piece collection involved four mannequins, each representing a different aspect of the GPP experience: the physical pain, the pain of isolation, the life-threatening nature of the condition, and the intensity of a flare.
“We wanted to differentiate ourselves from other disease states that bubble up in dermatology, especially since GPP is such a rare disease,” Claudia explains. “We used art to express in a very different way how these patients experience their disease. We ended up with lines of physicians trying to enter the booth to film the exhibit, take photos, and even do podcasts live from it.”
While it was initially planned as a one-and-done, the company is considering ways to expand the campaign to work in other non-traditional spaces such as museums, art galleries, or fashion shows.
“I have been fortunate enough to support Claudia and her team, and therefore witness first-hand her unwavering commitment to her brand, the company, her team, their HCP customers and stakeholders, and most importantly the patients they serve and support,” says Mike Marett, Founder & CEO, Confideo. “She has demonstrated without question that she is a dedicated, collaborative, confident, and extremely capable launch expert.”
