Case Study: Warner-Chilcott: Taclonex

Introduction of Taclonex for Psoriasis

Taclonex® (calcipotriene 0.005% and betamethasone dipropionate 0.064%), the first dual-acting, once-daily topical treatment for psoriasis in the US, was approved by the FDA in January 2006 and launched in April.

MCS provides public relations support to Warner Chilcott, the US marketer of Taclonex, through ongoing media relations campaigns, patient education and advocacy development.

Creativity: MCS developed a creative multimedia communications plan to educate the public on the availability of this important new option for psoriasis sufferers. The program involves collaborating with key psoriasis third-party organizations, working with psoriasis patients who desire to share their personal experience with others facing the disease, and maintaining an ongoing dialogue with trade, industry and consumer media outlets who communicate this news to the public.

Service: MCS synchronizes all major initiatives with a diverse and cross-functional team, including Warner Chilcott, physician thought leaders, third-party groups; advertising, medical-education, and event-planning agencies; and Denmark-based LEO Pharma, which markets the product in Europe. Helping to streamline and facilitate these communications efforts increases the efficiency of the business and ensures the accuracy and consistency of the company’s core materials and messages.

Results: Print coverage of the approval of Taclonex has already reached an audience of over 16 million. Additional print and television coverage is anticipated in the months ahead as new outreach initiatives get underway.

Taclonex® Ointment is indicated for the topical treatment of psoriasis vulgaris in adults 18 years of age and above for up to 4 weeks. FOR EXTERNAL USE ONLY. Should not be applied to the face, axillae or groin. Taclonex® Ointment should not be used in patients with hypersensitivity to any of its components; known or suspected disorders of calcium metabolism; or erythrodermic, exfoliative or pustular psoriasis. Systemic absorption of products containing topical corticosteroids, including Taclonex® Ointment, has produced reversible hypothalamic-pituitary-adrenal (HPA) axis suppression. In clinical trials, the most frequent side effects were pruritus, scaly rash and worsening of psoriasis.

For further information on the safety and use of Taclonex, please see the full Prescribing Information for Taclonex available at http://www.taclonex.com/