PM360 2022 Trailblazer Awards Dermatology Brand Champion Leslie Hopkins

Leslie Hopkins, Associate Director, Marketing, Biofrontera Inc.

Sometimes all that is needed to give a brand a boost is a fresh take. That is exactly what Leslie Hopkins provided when joining the Biofrontera team in August 2020 to help market Ameluz (aminolevulinic acid hydrochloride) topical gel, 10% plus red light BF-Rhodo-LED.

Approved for the market in 2016, Ameluz paired with BF-RhodoLED is the first and only photodynamic therapy (PDT) for field-directed treatment of actinic keratosis (AK) with a clinical profile that delivered high clearance rates. However, the brand experienced low awareness and slow uptake since dermatologists tend to exert entrenched behavior and are complacent for current treatments.

Leslie helped lead the team to relaunch Ameluz with a strong campaign that disrupted current thinking about PDT and the competition. The bold AK “shark” campaign with its When Danger Lurks Below the Surface headline creates a sense of great urgency around the cancer-causing potential of AK lesions—not just the ones they can see, but the subclinical ones in particular. Together, the strong imagery of shark impressions on the forehead of a typical patient and the bold headline clearly remind dermatologists of the threat both visible and subclinical AK lesions pose and the need for a more focused and clinical-proven treatment.

Biofrontera sales for 2021 saw an increase of 28% versus 2020, and in the first quarter of 2022 the company doubled their total revenues. Under Leslie’s leadership, Ameluz accounted for a large portion of that revenue as she continues to transform the current landscape of AK treatments and reinvigorate the brand.


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