Connectics Corp. plans to launch Luxiq Foam 0.12 percent, a novel foam formulation for relief of inflammatory and pruritic manifestations of corticosteroid-responsive scalp psoriasis and other skin disorders of the scalp, at an AWP of $78.75, the company said. The product should be on retail shelves by mid-month.
The company does not plan DTC advertising, but has developed "a rather large public relations campaign" with Stanford University that stresses patient awareness and motivation, said Danine Summers. The program, "ScalpSense," is intended to tap the untreated or undiagnosed patient population, targeting the large number of particularly psoriatic patients who don't seek medical treatment for their condition. The program consists of a 40-question index that was developed with an algorithm that analyzes the responses. "We're doing a video news release; we're also looking at an audience we feel can drive the program: hairdressers, who see an enormous amount of scalp dermatoses. Patients who score high on the index are told to consult a pharmacist or dermatologist about treatments for the condition," Summers said. Connectics plans to make the index available at the pharmacy level; promotional materials will stress that Luxiq provides relief through an easier-to-apply, less messy and cosmetically more acceptable for mulation than other currently available product.
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