Eli Lilly Expands ‘Get Better’ Ad Campaign to Address Skin Disease Health Equity
Eli Lilly has broadened its “Get Better” campaign, introducing new advertisements aimed at tackling disparities in access to dermatology diagnosis and treatment.
Earlier this year, Lilly launched the campaign with a television commercial highlighting socioeconomic barriers that hinder patient recovery. Subsequent emotive ads focused on Alzheimer’s disease and the stigma surrounding body weight, emphasizing therapeutic areas central to Lilly’s mission without promoting specific products.
The latest phase of the campaign extends this approach to dermatological conditions. Lilly now emphasizes its commitment to health equity by raising awareness of disparities faced by people of color with skin disorders like eczema.
On platforms such as Facebook and Instagram, Lilly’s new ads feature clinical trial imagery showcasing diverse skin tones, intended to better inform healthcare providers (HCPs) and ensure more patients receive appropriate care. One of the campaign messages states, “An eczema diagnosis should not depend on skin color.”
The campaign underscores the understanding that dermatological diseases manifest differently across various skin tones, a reality often overlooked in medical training. A study revealed that nearly half of dermatologists feel inadequately trained to diagnose skin conditions in people of color. Lilly aims to bridge this gap through education for HCPs and public awareness efforts.
Earlier this year, Lilly released data from a study involving 50 individuals with atopic dermatitis and darker skin tones who received lebrikizumab, an IL-13 drug. Results indicated that lebrikizumab exhibited similar efficacy in individuals with darker skin tones compared to the broader phase 3 population. Following a setback due to manufacturing issues with a third-party supplier, Lilly resubmitted lebrikizumab for FDA approval.
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