Nearly a decade since its approval by the FDA for treating plaque psoriasis and psoriatic arthritis, Novartis is spotlighting the continued success of Cosentyx with the launch of its “Still Working” campaign. The campaign features Grammy-winning singer Cyndi Lauper and renowned chef Michelle Bernstein, both of whom have personally benefited from Cosentyx and are sharing their stories to raise awareness about managing these chronic conditions.
Campaign Overview
The “Still Working” campaign brings together two well-known spokespeople for Novartis: Lauper, who has promoted Cosentyx since 2015 after being diagnosed with plaque psoriasis, and Bernstein, a more recent advocate who manages both plaque psoriasis and psoriatic arthritis. The duo not only shares their experiences living with these conditions but emphasizes the importance of early and consistent treatment in achieving better outcomes.
In a series of videos, Lauper and Bernstein engage in conversations about how Cosentyx has helped them regain control over their symptoms. They visit each other’s hometowns—New York City for Lauper and Miami for Bernstein—where they record a podcast with rheumatologist Dr. Brittany Panico and cook a meal together, bonding over their shared experiences. The message is clear: despite years of battling their conditions, Cosentyx is still delivering results.
Raising Awareness About Psoriasis and Psoriatic Arthritis
A key goal of the campaign is to raise awareness about the connection between plaque psoriasis and psoriatic arthritis. While plaque psoriasis affects millions, approximately 1.5 million Americans suffer from both conditions, and around 30% of those with plaque psoriasis will develop psoriatic arthritis, according to Novartis U.S. Chief Marketing and Customer Experience Officer, Gail Horwood. Psoriatic arthritis is a progressive disease, so early diagnosis and treatment are crucial for preventing long-term joint damage and managing symptoms effectively.
“Our campaign aims to provide people with the information they need to take action, whether that’s seeking a doctor’s opinion or considering treatment,” said Horwood. By focusing on **authentic patient stories**, Novartis hopes to empower patients to recognize symptoms early and seek timely treatment to prevent further progression.
Authentic Storytelling and Digital Outreach
The authenticity of Lauper and Bernstein’s experiences is central to the campaign’s appeal. By showing two women balancing high-profile careers and motherhood while managing their chronic conditions, Novartis aims to create relatable, empathetic connections with viewers. The campaign’s storytelling emphasizes the challenges and triumphs of living with psoriasis and psoriatic arthritis in a genuine, humanizing way.
Novartis is also leveraging modern consumer behavior insights to ensure the campaign reaches the right audience. Given that both conditions are more prevalent in women, the campaign targets channels where potential patients are likely to engage, such as TikTok, podcasts, and even daytime television shows like “The Drew Barrymore Show.” These platforms allow Novartis to reach patients in their everyday lives, providing them with critical information when they are most likely to seek it.
Additionally, Novartis has made all campaign content mobile-friendly, recognizing that the majority of interactions with its “PS Connection” website come from mobile devices. The company’s digital-first approach reflects a shift in marketing strategy, focusing on **accessibility and convenience** as key components of patient engagement.
Measuring Success and Next Steps
The campaign’s success will be measured not just by views and clicks but by tangible actions taken by potential patients, such as scanning a QR code, downloading a patient guide, or seeking medical advice. This holistic approach integrates various channels—from TV segments to social media—ensuring that no matter where people encounter the “Still Working” content, they are directed toward further information and resources.
“Ultimately, our goal is to help people take action,” explained Horwood. “Whether that means seeing a doctor, starting treatment, or simply gaining more knowledge about their condition, we want to make sure we’re providing valuable, accessible information at every touchpoint.”
A Holistic Approach to Patient Engagement
As part of Novartis’ broader marketing strategy, the company is moving toward a more holistic and integrated approach to patient engagement. This means not only activating multiple channels but also understanding and tracking patient behaviors to ensure consistency across platforms. Whether viewers first encounter the campaign on TV, social media, or a podcast, Novartis ensures a seamless transition to the campaign’s website and additional resources.
Horwood emphasized that capturing people’s attention in today’s fast-paced world requires meeting them on their terms. “Just because we want to tell them something doesn’t mean they’re ready to listen,” she said. With mobile accessibility, real patient stories, and a focus on reaching patients through their preferred channels, Novartis is working to connect with individuals in a way that resonates.
The “Still Working” campaign highlights not only the effectiveness of Cosentyx but also the importance of early intervention and continuous treatment for psoriasis and psoriatic arthritis. By sharing authentic patient experiences and utilizing modern, patient-centric marketing techniques, Novartis is helping raise awareness and inspire those living with these conditions to take action and seek the care they need.