Pfizer drives mass awareness for Eucrisa®with integrated bold move celebrity partnership

Eucrisa (crisaborole) has been an established treatment option in Pfizer’s Inflammation & Immunology (I&I) therapeutic category since 2016, serving more than 600,000 patients worldwide. To break through the dermatology category and disrupt treatment complacency around eczema, the most common, chronic inflammatory skin disease that affects almost 18 million people in the U.S. alone, we needed a face – and voice – to address the condition in 2020.^1,2

Pfizer partnered with mom, author, singer, fashion designer and eczema patient Jessica Simpson to encourage mild to moderate eczema patients to talk to their doctor about the condition and ask for Eucrisa by name. Simpson put a spotlight on the condition by announcing her eczema story for the first time on social media and sharing her experience with the masses through national media interviews to inspire hope among those with eczema.

Known for her honesty, Simpson is passionate about showing eczema warriors they are not alone.

The campaign response was overwhelming. Simpson’s eczema reveal captured the attention of national media and the eczema community, who rallied around her on social media to thank her for speaking about the condition.

“This campaign is another reminder that the breakthroughs we make – amplified by influential voices like Jessica’s – help enable freedom from day-to-day suffering for people living with chronic inflammatory diseases,” said Beatriz Faro, Regional President, I&I North America.