Heading into 2025, dermatology collides with the new thing: 'all AI, all the time'
The top ten things that matter most to derm marketers on Dec. 18, 2024: Why the FDA is mad at Merz; Your skin knows how you really feel; JAK inhibitors could treat TEN; earnings reports from Kenvue
As we wrap up 2024 (and put a bow around it), the dermatology business landscape demonstrates remarkable resilience, innovation, and strategic adaptation. Emerging technologies, patient-centric approaches, and sustainability remain critical drivers of market evolution. If you’re able to enjoy a break during the holiday period, we hope you return in a few weeks refreshed and ready for a new year of shared insights into the world of commercial dermatology.
1. Clinical insights into dermatology’s digital transformation
Emerging technologies are fundamentally reshaping cosmetic dermatology's clinical landscape, with profound implications for patient care and treatment methodologies.
Key Clinical Development: Dr. Neelam Vashi’s research highlights critical technological intersections in dermatological practice.
Diagnostic Innovations: AI and high-resolution imaging enable unprecedented visual treatment previews, though they can’t fully predict individual skin responses.
Treatment visualization: Augmented reality tools provide patients tangible expectations, bridging communication gaps between clinician and patient
Precision limitations: Current digital technologies excel at data processing but cannot comprehensively account for human skin’s biological complexity
Clinical risks and challenges
Critical areas of concern include…
Unregulated online skincare advice from non-professional influencers
Potential misdiagnosis or incomplete assessment via telehealth consultations
Mental health impacts of digitally-mediated beauty standards
Recommended clinical protocols
Dermatology practitioners should…
Implement hybrid consultation models balancing virtual and in-person assessments
Develop robust patient education strategies addressing digital misinformation
Advocate for stronger regulatory oversight of digital health platforms
The takeaway: Technology offers transformative potential in dermatological care but requires sophisticated, ethically grounded implementation focused on patient safety and individualized treatment.
2. AI in dermatology: Reality check from global experts
As pharmaceutical companies invest heavily in AI-powered healthcare solutions, new insights from leading dermatologists suggest the technology isn’t ready for prime time in clinical settings—potentially affecting development strategies and market timelines.
The big picture: International experts at Korea’s premier dermatology symposium warn that AI tools, while promising, currently create more problems than they solve in clinical practice.
By the numbers
AI failed 48 out of 50 key criteria needed to replace clinicians in a recent study
86.5% overall accuracy for AI in diagnosing diverse skin types
90% accuracy for benign lesions
Only 70% accuracy for malignant lesions
Key findings
AI-generated clinical notes frequently contain errors and "hallucinations," requiring significant physician review and correction
Current AI tools often create additional work rather than increase efficiency
The technology performs better than novice dermatologists but worse than experienced clinicians
Between the lines: While AI shows promise for training medical staff and supporting basic tasks, it lacks the nuanced judgment and hands-on assessment capabilities that experienced dermatologists rely on.
The bottom line: Pharmaceutical companies developing AI-powered dermatology solutions should focus on supporting, rather than replacing, clinical expertise while addressing critical data diversity and validation gaps.
3. Britain’s push for AI in dermatology misses the real problem
The U.K.’s National Health Service is turning to AI to handle its massive dermatology backlog, but experts say that does not address the core issue.
Why it matters: With only 6% of urgent skin cancer referrals turning out to be actual cancer cases, the NHS is struggling to meet its 28-day diagnostic window amid severe staffing shortages.
The big picture: The bottleneck isn’t in diagnosis — it’s in gathering patient information efficiently.
By the numbers
500,000+ urgent skin referrals annually
20 minutes: Current time needed per case
5 minutes: New processing time with streamlined systems
£45: Cost savings per patient with a new approach
£1.2M: Projected first-year savings for one care system
Success story: Three NHS trusts implemented eDerma, a cloud-based teledermatology system, resulting in…
100% compliance with the 28-day standard (up from <50%)
14-day reduction in diagnosis time
88% increase in referral capacity
The bottom line: While AI might help reduce referrals, fixing basic operational inefficiencies through digital tools like teledermatology could deliver more immediate and substantial benefits. (See this edition’s “Dermanarchy in the UK” report for more skin developments over ‘ome.)
4. Research shows your skin knows your emotions (even if you don't)
Researchers have developed a groundbreaking method to identify human emotions through skin conductance, potentially revolutionizing digital health monitoring and patient interaction technologies.
The deets
Tokyo Metropolitan University scientists measured skin electrical properties during emotional stimuli
Different emotional states (fear, family bonding, humour) produced distinct conductance patterns
Fear responses lasted the longest, suggesting potential evolutionary advantages
Between the lines: This research could enable more sophisticated emotional tracking in dermatological and mental health applications, with implications for wearable technology and personalized patient care.
What’s next: Researchers aim to refine the technique, potentially integrating skin conductance measurements with other physiological signals for more accurate emotion recognition.
The bottom line: Skin conductance emerges as a promising biomarker for understanding emotional states, opening new pathways for digital health interventions.
5. JAK inhibitors show breakthrough potential for TEN, a rare and deadly skin condition
A new Nature study reveals JAK inhibitors could transform treatment for toxic epidermal necrolysis (TEN), potentially opening new market opportunities for existing drugs.
Why it matters: TEN is a rare but often fatal condition with limited treatment options. Success in this indication could expand the therapeutic scope of JAK inhibitors beyond their current approved uses.
The big picture: The study validates JAK/STAT pathway inhibition as a therapeutic strategy for severe cutaneous adverse drug reactions, potentially creating opportunities for
Repurposing existing JAK inhibitors
New patent protections for specific indications
Expanded market reach in dermatology
By the numbers
Seven patients treated successfully with JAK inhibitors
Up to 30% mortality rate in TEN cases
Multiple JAK inhibitors tested: tofacitinib, baricitinib, abrocitinib, upadacitinib
Between the lines: The research employed cutting-edge spatial proteomics technology, suggesting potential applications for precision medicine approaches in dermatology.
The bottom line: This breakthrough could create new revenue streams for companies with JAK inhibitors in their portfolio while addressing an urgent unmet medical need.
What's next: Watch for…
More extensive clinical trials to validate these findings
Potential fast-track designation requests
Competition among JAK inhibitor manufacturers to lead in this indication
Possible investigator-initiated trials in related conditions
The takeaway: The successful treatment outcomes and strong mechanistic evidence could accelerate regulatory pathways for this indication.
6. Portable skin cancer detection breakthrough: Technology promises primary care revolution
Bournemouth (U.K.) University researchers developed a groundbreaking VOC-based sensor for rapid, non-invasive skin cancer screening in primary care settings.
Tech breakthrough
Technology targets volatile organic compounds (VOCs) specific to skin cancer
Non-invasive detection method
Designed for use by non-specialist medical professionals
Regulatory and clinical significance
Three-year clinical study at Poole Hospital
Aims to reduce unnecessary specialist referrals
Potential to transform early cancer detection protocols
Strategic research objectives
Validate VOC biomarker identification
Develop user-friendly, point-of-care detection technology
Enhance primary care diagnostic capabilities
Market potential
Addresses critical gap in early skin cancer screening
Reduces healthcare system diagnostic inefficiencies
Enables broader, more accessible screening protocols
Technological impact: Interdisciplinary collaboration between bioanalytical chemistry, medical imaging, and human-computer interaction positions this research at the forefront of precision diagnostic technologies.
Regulatory outlook: Successful development could prompt significant shifts in primary care diagnostic standards, which would affect health policy and medical technology deployment.
7. FDA slams Merz's Xeomin marketing in celebrity influencer crackdown
The FDA has warned Merz Pharmaceuticals over a misleading Instagram promotion featuring interior designer Nate Berkus, signalling heightened scrutiny of pharmaceutical social media marketing.
Why it matters: The regulatory action highlights growing tensions between pharmaceutical marketing strategies and FDA communication standards, particularly in the aesthetic drug market.
The deets
Celebrity/influencer post violated FDA marketing guidelines
Misleading representation of Xeomin's efficacy and speed
Potential public health risks from misrepresented drug information
The big picture: FDA's intervention demonstrates…
Increasing regulatory oversight of social media pharma marketing
Risks inherent to celebrity endorsement strategies
Need for precise medical communication
Risky marketing moves
Suggesting same-day wrinkle treatment
Minimizing serious potential side effects
Creating misleading impression of drug effectiveness
What’s next
Potential additional FDA enforcement actions
Likely marketing strategy revisions for Merz
Increased caution from pharma brands using influencers
The bottom line: Pharmaceutical companies must carefully navigate social media marketing, balancing promotional creativity with regulatory compliance.
8. Chinese phone maker challenges AI's skin tone problem with new tech
Why it matters: Tecno's #ToneProud campaign highlights the ongoing struggle to address racial bias in AI imaging technology, as smartphone cameras and AI systems often fail to capture diverse skin tones accurately.
The big picture: While many tech companies still rely on the controversial Fitzpatrick Scale (a 6-point system developed for UV sensitivity), Tecno proposes a more comprehensive 268-point skin tone database for its image processing algorithms.
Reality check: While Tecno’s 268-point system may help with digital photography, dermatologists note that such granular classification would be impractical in clinical settings, where quick, reliable assessments are essential for patient care.
Driving the news: Tecno has launched its Universal Tone technology, backed by:
A database of 268 distinct skin tone patches
A multicultural celebrity campaign
An interactive website where users can discover their skin tone code
Between the lines: The initiative comes at a critical time when…
A 2018 MIT/Stanford study revealed significant skin-tone bias in commercial AI systems
The rise of generative AI threatens to amplify these biases
Industry leaders like Google have been working to address similar issues since 2022
The contrast: While the Fitzpatrick Scale has been criticized for…
Originally being designed for UV sensitivity, not digital imaging
Having only six categories
Oversimplifying human skin tone diversity
Tecno’s approach:
Uses 268 distinct classifications
Focuses specifically on digital imaging
Aims for more precise color representation
What’s next: The success of this technology could influence how other smartphone makers approach skin tone representation in their cameras and AI systems.
The bottom line: While addressing AI bias in imaging is crucial, the solution may lie between the controversial Fitzpatrick Scale and Tecno’s highly granular approach.
Source: Pesala Bandara reporting on Petapixel.com
SPECIAL REPORT: DERMANARCHY IN THE U.K. (PART 1)
9. Scotland launches first national digital dermatology platform, slashing diagnostic wait times
Scotland is pioneering a mobile-first telehealth solution that enables primary care clinicians to capture and transmit secure skin condition images, potentially revolutionizing dermatological diagnostics and patient routing.
Key breakthrough: The £1.8M initiative allows instant, secure image-based referrals through the national SCI Gateway, enabling remote triage and prioritization of urgent cases across initial target regions.
Strategic mechanics: Clinicians use a mobile app to securely photograph skin conditions, with images centrally stored and attached to referrals. Dermatologists can now assess patients without physical consultation, dramatically accelerating diagnostic workflows.
Deployment timeline
Initial launch: November 2024
Targeted national rollout: Spring 2025
Initial regions: Dumfries and Galloway, Greater Glasgow and Clyde
Regulatory context: Approved through the Accelerated National Innovation Adoption (ANIA) Pathway, the program represents a significant step in Scotland's healthcare digital transformation strategy.
Broader impact: The digital dermatology platform could serve as a model for technology-enhanced healthcare delivery by streamlining referral processes and enabling faster, more efficient patient routing.
SPECIAL REPORT: DERMANARCHY IN THE U.K. (PART 2)
10. U.K. pharmacy chain expands derm access
British health and beauty retail chain Boots is expanding its skincare services, claiming it aims to democratize access to dermatological care.
Key moves
Training 4,000 pharmacists in dermatology, totalling 64,000 hours
Launching two Online Doctor Skin Services for remote diagnoses
Introducing in-store skin scanning and treatment services
Why it matters: These initiatives make professional skincare advice more accessible and affordable for consumers who may not be able to see a dermatologist.
By the numbers
24-hour turnaround for online skin condition diagnoses
two new prescription-only treatments are available through online services
Between the lines: While not conceived as a replacement for consultant dermatologists, these services aim to bridge the gap in skincare knowledge and treatment accessibility.
The bottom line: Boots’ expansion into dermatological services represents a significant step in expanding access to skincare procedures, potentially setting a new standard for health and beauty retailers.
QUARTERLY EARNING REPORT
Kenvue’s skincare sales slide
Why it matters: The mixed Q3 results from Kenvue, the newly spun-off consumer health division of Johnson & Johnson, highlight the ongoing challenges facing major beauty and personal care brands.
The big picture: Kenvue’s core skincare lines, such as Neutrogena, are underperforming, even as its self-care brands like Tylenol and Benadryl continue to grow. This has attracted criticism from activist investor Starboard Value.
The deets
Q3 sales missed Wall Street estimates, driven by a 4.2% decline in the skincare/beauty segment
Annual sales growth is now expected to be at the lower end of the 1-3% forecast
Adjusted EPS of $0.28 beat estimates, but the company reaffirmed annual EPS guidance of $1.10-$1.20
Driving the news
The investment firm Starboard has built a sizable stake, criticizing Kenvue's skincare performance
The company is focusing on boosting marketing and in-store presence for its beauty brands
What’s next
Kenvue plans to ramp up investment in its underperforming skincare portfolio
Analysts will watch to see if the company can turn around its beauty sales trends
The bottom line: The struggle of iconic brands like Neutrogena highlights the intense competition and evolving consumer preferences shaping the personal care market.
Who’s hiring: Five interesting jobs to consider for 2025
1. Galderma needs a Senior Brand Manager, Launch Lead Aesthetics in Thornhill, Ont.
The role requires a strategic and results-driven individual with strong brand management experience to drive product launches and manage brand franchises in the aesthetics industry. The ideal candidate will focus on launch excellence, cross-functional collaboration, and omnichannel campaign management.
Key responsibilities include developing and executing comprehensive product launch strategies, fostering collaboration across various departments, designing omnichannel marketing campaigns, and staying ahead of industry trends. The role also involves conducting market research, collaborating with healthcare professionals, managing budgets, and tracking performance metrics.
The ideal candidate should be a hands-on team player with a strong customer focus, driven by curiosity and results. Qualifications include proven product launch experience in the pharmaceutical or aesthetics industry, expertise in designing multichannel brand strategies, strong communication skills, and business acumen. A minimum of a BSc or BA is required, with an MBA considered an asset, along with at least 5 years of experience in device, aesthetics, skincare, or pharmaceutical marketing.
2. Sun Pharma Canada is seeking a Senior Manager Market Access in Mississauga, Ont.
The role involves collaborating with a high-performance team to deliver exceptional results, focusing on innovation and adaptability in a dynamic environment. The candidate should maintain a positive outlook on change while focusing on achieving business goals.
The primary responsibilities include developing and managing Market Access plans and programs for all brands, ensuring effective communication with stakeholders, and planning and executing market access requirements. The role requires strategic counsel to cross-functional colleagues, securing resources for market access objectives, and monitoring the reimbursement landscape to identify risks and opportunities. Additionally, the manager will engage with payor groups, collaborate with patient support and advocacy groups, and lead cross-functional teams on market access planning.
The ideal candidate will have a university degree in a scientific field with studies in Health Economics and Outcomes Research (HEOR) analysis and at least five years of direct experience in Market Access. A strong understanding of the Canadian reimbursement landscape for public and private payors is essential, as well as proven project management skills and experience in negotiations with insurers. Excellent interpersonal and communication skills and the ability to work effectively in teams and lead by influence are required. French language skills are considered an asset.
The position involves 80% office-based work and 20% travel. The candidate will manage multiple market access vendors, utilize best practices in economic analysis for payor submissions, and ensure alignment with internal stakeholders while reporting results. The role requires knowledge of PMPRB regulations and the ability to complete projects on time and within budget.
3. Beiersdorf is hiring a Marketing Manager to lead and grow the NIVEA brand in Canada
Based in Montreal, this national role reports to the Marketing Director and oversees a team of Brand Managers. The position focuses on developing and executing marketing strategies to enhance brand awareness, drive consumer engagement, and boost revenue across channels. Responsibilities include product launches, advertising, promotions, packaging, pricing, social media management, CRM, and annual planning processes like financial analysis and P&L development. The manager will also lead growth initiatives, analyze market trends, and build a high-performing team.
Candidates need a business degree and 5-10 years of experience in consumer goods marketing, with expertise in strategic marketing and a proven track record in skincare or FMCG campaigns. Strong bilingual communication skills, adaptability to fast-paced markets, analytical acumen, and leadership abilities are essential. The ideal candidate thrives in collaborative environments and motivates cross-functional teams.
Beiersdorf offers a workplace that values diversity, inclusion, and personal growth. Benefits include flexible vacation policies, summer Fridays, wellness programs, hybrid work models (three days in-office weekly), and professional development opportunities. The company fosters collaboration built on trust while supporting employees’ well-being with tailored benefits.
4. UCB is seeking an experienced Territory Manager for their Immunology and Dermatology division in Quebec West
This role is responsible for managing and optimizing the assigned territory, strengthening relationships with healthcare professionals (HCPs) and matching UCB's therapeutic solutions to appropriate patients.
The ideal candidate should have a bachelor's degree in health sciences, business, or a related field, with at least 5 years of relevant biopharma sales experience, preferably in Immunology/Dermatology. Key responsibilities include developing and implementing territory business plans, executing impactful tactical plans and HCP learning programs, and utilizing omnichannel marketing tools to advance understanding of UCB products.
Requirements include strong collaboration skills, excellent communication abilities, and residence within the territory's geographic boundaries (Montreal, QC). The position involves travel within the assigned territory, with some overnight stays and occasional weekend work for conferences and congresses. UCB offers a supportive culture with opportunities for growth and career development in a global biopharmaceutical company focused on creating value for people living with severe diseases in immunology and neurology.
5. Eli Lilly is seeking a Medical Science Liaison specializing in Dermatology and Autoimmune Disorders in Ontario
The MSL will engage with healthcare professionals, researchers, and thought leaders, providing advanced scientific knowledge about Lilly’s products, pipeline research, and the latest developments in the field. By fostering peer-to-peer relationships and facilitating scientific exchange, the MSL will help shape healthcare advancements while ensuring compliance with industry regulations and ethical standards.
Responsibilities include responding to scientific inquiries, maintaining dermatology and autoimmune disorders expertise, and supporting Lilly’s medical business objectives. The MSL will attend scientific conferences, conduct literature reviews, and collaborate with internal teams to align insights from the field with Lilly’s strategic goals. Additionally, they will connect thought leaders with Lilly’s resources and ensure timely communication of accurate medical information.
Candidates should hold an advanced degree (PhD, MD, PharmD) with 2-3 years of relevant experience or equivalent qualifications. Strong skills in scientific communication, relationship-building, and project management are essential. Lilly values diversity and is committed to equal opportunities for all applicants, including those requiring accommodations during the application process.
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