Plaque Psoriasis (PsO) is one of the most competitive immunoinflammatory markets, with treatments across biologic, topical, and oral systemic categories vying for HCP attention. Our analysis of real-world browsing behavior from 179 HCPs across 13 treatments in H1 2025 revealed several unexpected insights:
- Brand websites are the top destination for PsO-related information, capturing more than half of HCPs’ total treatment-related browsing time.
- Biologics attract the most overall attention, yet no single brand dominates—despite strong digital marketing efforts from Bimzelx, Cosentyx, Skyrizi, and Tremfya.
- Zoryve emerges as the leader in the pack, drawing the most HCP attention of any treatment across categories and maintains a robust digital presence across banner ads, paid search, and email campaigns.
- Otezla leads the Oral Systemic segment, consistently outpacing Sotyktu in both banner and search exposure.
These findings suggest that while PsO digital marketing competition is intense, targeted strategies and clear messaging—especially across brand websites—can help therapies capture HCP’s attention.
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