Novartis and Cyndi Lauper just want psoriasis patients to have fun

Cyndi Lauper

Novartis ($NVS) is working hard to build up market share for new psoriasis med Cosentyx ahead of its forthcoming competition, and it's signed on '80s icon Cyndi Lauper to help. Lauper and the National Psoriasis Foundation are joining the Swiss pharma giant on an awareness push called "I'm PsO Ready," which aims to highlight the "physical, emotional and social challenges" of the skin disease and celebrate "everyday successes" for patients, the foundation said in a statement. More