How Leo Pharma gave the hard sell to skincare

Only half of people with psoriasis use a prescription product

12th June, 2016
Miriam Adamson of Leo: The demographic are always looking for solutions Picture: Fergal Phillips

Leo Pharma, the Danish pharmaceutical giant, is investing €500,000 in an advertising campaign across Ireland and Britain to market its psoriasis ointment Dovonex to the public for the first time.

The company, which employs 450 staff in its Dublin and Cork offices, interviewed up to 350 people and 30 healthcare professionals in focus groups before spending €150,000 localising its “Love your skin again” campaign for the Irish market.

The advertising imagery shows a woman hugging herself...

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