PRINCETON, N.J. / Mar 19, 2024 / Business Wire / Award-winning actor Ted Danson, who lives with plaque psoriasis, teams up with Bristol Myers Squibb for the inspiring “SO, Have You Found It?” campaign. This initiative spotlights the resilience of around two million Americans with moderate to severe plaque psoriasis, aiming to amplify their voices, underscoring the strength of their inner vibe, the “it” factor that makes someone uniquely them.i The campaign signifies a shift in dialogue from the challenges associated with the condition to empowering individuals to confidently navigate their plaque psoriasis in partnership with their dermatologists.
Expanding the “Found It” Conversation
“Navigating plaque psoriasis is both deeply personal and often challenging for many patients,” acknowledged Carlos Dortrait, senior vice president and general manager of U.S. Immunology and Neuroscience at Bristol Myers Squibb. “‘SO, Have You Found It?’ builds on the empowering narrative of our ‘Found It’ consumer campaign. It aims to address not just the visible skin symptoms, but also the hidden burden of the condition. Our goal is to inspire patients to talk with their dermatologists to explore treatment options that work for them and to highlight their strength, their ‘it’ factor, as they navigate their condition."
Psoriasis is a chronic, systemic, immune-mediated disease that most often manifests as plaque psoriasis.i Psoriasis doesn’t just affect the skin — it starts within and can touch many aspects of your life — from dating and work to travel and fashion. Many with plaque psoriasis find themselves altering their lifestyles, sometimes avoiding social situations and personal connections.
Recognizing Every Individual’s Journey
“Being part of ‘SO, Have You Found It?’ hits close to home for me,” shared Ted Danson, the renowned actor known for his humor and sincerity, and someone who lives with moderate to severe plaque psoriasis. “This isn't just another role; it's a part of my life. I've dealt with the ups and downs of plaque psoriasis for decades. This campaign gives so many of us living with the condition a platform to openly share our stories and feel empowered to self-advocate and honor our identity.”
A new video featuring Ted Danson was released as part of the “SO, Have You Found It?” campaign. The video focuses on the lived experiences of those with moderate to severe plaque psoriasis, blending real stories of triumph, resilience and self-advocacy, complemented by Ted's signature subtle humor. Future episodes aim to deepen the connection with viewers, offering a mix of genuine perspectives and expert insights, and capturing the multifaceted journey of living with moderate to severe plaque psoriasis.
Emily, who is living with the condition and was featured in the premiere video, is being treated with SOTYKTU™ (deucravacitinib), an FDA-approved, once-daily pill for adults with moderate to severe plaque psoriasis. She shared, “The road to managing my plaque psoriasis has been hard in many aspects of my life, like in certain social situations and spending time everyday covering up my plaques. It was because of the continuous conversations with my dermatologist and advocating for my health, that I have a newfound sense of self-acceptance and empowerment. Finding a treatment that worked for me was such an important point in my life.”
Please see Important Safety Information for SOTYKTU below, including serious and most common side effects.
About the “SO, Have You Found It?” Campaign
“SO, Have You Found It?” honors the resilience and individuality of approximately two million Americans living with moderate to severe plaque psoriasis. In partnership with Ted Danson, Bristol Myers Squibb seeks to support and uplift the community by amplifying their voices, showcasing their “it” factor, that inner vibe that makes someone uniquely them. The initiative encourages those with moderate to severe plaque psoriasis to openly discuss their condition and treatment options with their dermatologist, including whether a systemic oral treatment, like SOTYKTU, may be right for them. Learn more at SoHaveYouFoundIt.com.
About SOTYKTU™ (deucravacitinib)
SOTYKTU™ (deucravacitinib) is a prescription medicine used to treat adults with moderate to severe plaque psoriasis who may benefit from taking pills or injections (systemic therapy) or treatment using ultraviolet or UV light (phototherapy). It is not known if SOTYKTU is safe or effective in children under 18 years of age. As the only once-daily pill of its kind, SOTYKTU selectively targets and inhibits TYK2, a molecule which plays a key role in passing signals in plaque psoriasis. It is not currently known how blocking TYK2 signals works to reduce plaque psoriasis symptoms. Of the 1684 adults in the studies, 841 received SOTYKTU, 421 received placebo, and 422 received Otezla® (apremilast). In one study, half of the participants receiving SOTYKTU achieved clear or almost clear skin with 16 weeks of treatment compared to 9% of those on placebo. Furthermore, more than half (53%) of SOTYKTU users experienced 75% clearer skin compared to 9% of those on placebo. In the same study, 32% of people taking SOTYKTU saw 90% clearer skin vs 20% taking the leading alternative pill, Otezla.
SOTYKTU may cause serious side effects, including severe allergic reactions. Patients are advised to seek immediate medical help if they exhibit symptoms of a serious allergic reaction: feel faint; swelling of your face, eyelids, lips, mouth, tongue or throat; trouble breathing or throat tightness; chest tightness; skin rash, hives. The most common side effects of SOTYKTU include common cold, sore throat and sinus infection, cold sores, canker sores on inner lips, gums, tongue, or roof of the mouth, inflamed hair pores and acne. These are not all of the possible side effects of SOTYKTU. See additional Important Safety Information below. For complete safety information and detailed prescribing guidelines, the U.S. Full Prescribing Information and Medication Guide for SOTYKTU are available.
About Ted Danson
Ted Danson, acclaimed actor and comedian, known for his roles in Cheers and The Good Place, lends his voice to the “SO, Have You Found It?” campaign as an advocate for those living with plaque psoriasis. Through his involvement, Ted aims to inspire conversations between dermatologists and patients, and celebrate the unique journeys of individuals managing plaque psoriasis. Ted is not taking SOTYKTU.
About Plaque Psoriasis
Psoriasis is a widely prevalent, chronic, systemic immune-mediated disease that substantially impairs patients’ physical health, quality of life and work productivity.ii Psoriasis is a serious global problem, with at least 100 million people worldwide impacted by some form of the disease,iii including approximately 7.5 million people in the U.S.i Nearly one-quarter of people with psoriasis have cases that are considered moderate to severe.i Up to 90 percent of patients with psoriasis have psoriasis vulgaris, or plaque psoriasis,iv which is characterized by distinct round or oval plaques typically covered by silvery-white scales.v
INDICATION AND IMPORTANT SAFETY INFORMATION
INDICATION
SOTYKTU™ (deucravacitinib) is a prescription medicine used to treat adults with moderate-to-severe plaque psoriasis who may benefit from taking injections or pills (systemic therapy) or treatment using ultraviolet or UV light (phototherapy).
It is not known if SOTYKTU is safe and effective in children under 18 years of age.
IMPORTANT SAFETY INFORMATION about SOTYKTU (deucravacitinib)
SOTYKTU may cause serious side effects, including:
Serious allergic reactions. Stop taking SOTYKTU and get emergency medical help right away if you develop any of the following symptoms of a serious allergic reaction:
Infections. SOTYKTU is a medicine that affects your immune system. SOTYKTU can lower the ability of your immune system to fight infections and can increase your risk of infections. Some people have had serious infections while taking SOTYKTU, such as infections of the lungs, including pneumonia and tuberculosis (TB), and COVID-19.
SOTYKTU should not be used in people with an active, serious infection, including localized infections. You should not start taking SOTYKTU if you have any kind of infection unless your healthcare provider tells you it is okay.
You may be at a higher risk of developing shingles (herpes zoster).
Before starting SOTYKTU, tell your healthcare provider if you:
After you start taking SOTYKTU, call your healthcare provider right away if you have an infection or have symptoms of an infection.
SOTYKTU can make you more likely to get infections or make any infections you have worse.
Cancer. Certain kinds of cancer including lymphoma have been reported in people taking SOTYKTU. Tell your healthcare provider if you have ever had any type of cancer.
Muscle problems (rhabdomyolysis). SOTYKTU can cause muscle problems that can be severe. Treatment with SOTYKTU may increase the level of an enzyme in your blood called creatine phosphokinase (CPK) and can be a sign of muscle damage. Increased CPK is common in people taking SOTYKTU. Your healthcare provider may tell you to stop taking SOTYKTU if the amount of CPK in your blood gets too high or if you have signs and symptoms of severe muscle problems. Tell your healthcare provider right away if you have any of these signs or symptoms of severe muscle problems: unexplained muscle pain, tenderness, or weakness, feeling very tired, fever, or dark-colored urine.
Do not take SOTYKTU if you are allergic to deucravacitinib or any of the ingredients in SOTYKTU.
Before taking SOTYKTU, tell your healthcare provider about all of your medical conditions, including if you: have liver problems or kidney problems, have high levels of fat in your blood (triglycerides), or have recently received or are scheduled to receive an immunization (vaccine), as you should avoid receiving live vaccines during treatment with SOTYKTU.
Tell your healthcare provider if you are pregnant, plan to become pregnant, or if you are breastfeeding or plan to breastfeed. It is not known if SOTYKTU can harm your unborn baby or if SOTYKTU passes into your breast milk.
Tell your healthcare provider about all the medicines you take, including prescription medicines, over-the-counter medicines, vitamins, and herbal supplements. Keep a list of them to show your healthcare provider and pharmacist when you get a new medicine.
Take SOTYKTU exactly as your healthcare provider tells you to take it. Take SOTYKTU 1 time every day, with or without food. Do not crush, cut, or chew the SOTYKTU tablets.
SOTYKTU may cause serious side effects, including:
The most common side effects of SOTYKTU include: common cold, sore throat and sinus infection (upper respiratory infections), cold sores (herpes simplex), sores on inner lips, gums, tongue, or roof of the mouth (canker sores), inflamed hair pores (folliculitis) and acne.
These are not all of the possible side effects of SOTYKTU.
Call your doctor for medical advice about side effects. You may report side effects to FDA at 1-800-FDA-1088.
Please see the U.S. Full Prescribing Information and Medication Guide for SOTYKTU.
About Bristol Myers Squibb
Bristol Myers Squibb is a global biopharmaceutical company whose mission is to discover, develop and deliver innovative medicines that help patients prevail over serious diseases. For more information about Bristol Myers Squibb, visit us at BMS.com or follow us on LinkedIn, Twitter, YouTube, Facebook and Instagram.
i Armstrong AW, Mehta MD, Schupp CW, et al. Psoriasis prevalence in adults in the United States. JAMA Dermatol. Published online June 30, 2021. doi:10.1001/jamadermatol.2021.2007.
ii Armstrong AW, Schupp C, Wu J, Bebo B. Quality of life and work productivity impairment among psoriasis patients: findings from the National Psoriasis Foundation survey data 2003–2011. PloS One. 2012;7(12):e52935.
iiI World Health Organization. Global report on psoriasis. 2016. Accessed May 12, 2022. https://apps.who.int/iris/bitstream/handle/10665/204417/9789241565189_eng.pdf.psoriasis?sequence=1
iv Menter A, Gottlieb A, Feldman SR, Van Voorhees AS et al. Guidelines of care for the management of psoriasis and psoriatic arthritis: Section 1. Overview of psoriasis and guidelines of care for the treatment of psoriasis with biologics. J Am Acad Dermatol. 2008 May;58(5):826-50.
v Nair PA, Badri T. Psoriasis. [Updated 2023 Apr 3]. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-. Available from: https://www.ncbi.nlm.nih.gov/books/NBK448194/
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