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Eli Lilly chasing psoriasis jackpot with Taltz 

Taltz, which hit the market last year, is taking on an armful of older treatments, including creams, lotions, pills and injectables, such as Amgen’s Enbrel and AbbVie’s Humira.

A man and a woman are barefoot on a couch, snuggling and smiling. In the background, a guitar starts strumming.

“When you’re close to the people you love,” the television announcer says, “does psoriasis ever get in the way of a touching moment?”

The minute-long commercial, featuring lots of bare shoulders, midriffs and swimsuits, promotes a new drug by Eli Lilly and Co. called Taltz that treats red, scaly patches of skin caused by moderate-to-severe plaque psoriasis.

It’s a painful, itchy condition that afflicts more than 5 million Americans—who spend an estimated $5 billion a year on drugs and medical treatments to remedy their discomfort.

In the commercial, couples with smooth skin frolic in swimming pools and take dreamy walks in the woods.

“Now is your chance for completely clear skin,” the announcer says.

The commercial, and several others like it, are part of one of the most closely watched drug campaigns in recent years. Taltz, which hit the market last year, is taking on an armful of older treatments, including creams, lotions, pills and injectables, such as Amgen’s Enbrel and AbbVie’s Humira.

Read full article: Eli Lilly chasing psoriasis jackpot with Taltz | 2017-03-18 | Indianapolis Business Journal | IBJ.com

Read Full Article: Eli Lilly chasing psoriasis jackpot with Taltz | 2017-03-18 | Indianapolis Business Journal | IBJ.com

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