Offaly woman features in new campaign to highlight medical innovation

Zoe Ryan, a journalist from Tullamore, features in a new film about her experience living with psoriasis and the hope science offers for better treatments and even cures.

The film, which launches on November 1, is part of a campaign called Innovate For Life, run by the Irish Pharmaceutical Healthcare Association (IPHA), the representative organisation for the research-based biopharmaceutical industry. It documents patients’ experience of living with disease and their hopes for a better quality of life through science.

Zoe works as a broadcaster at RTÉ. When she was 18, Zoe was officially diagnosed with psoriasis. Better treatments now mean she is able the manage the condition and live a normal life.

Innovate For Life features patients, scientists, doctors and community and industry leaders. This is the third cycle of Innovate For Life. The creative motif this year is ‘we never stand still’. The films’ style draws on constant dynamic movement, mirroring the relentless speed of science and innovation that catalyses new treatments, vaccines and cures.

The films focus on psoriasis, heart health, dementia and obesity.

“When I was 18, I was officially diagnosed with psoriasis. For years, I struggled with the embarrassment and stigma that comes with living with a chronic condition that affects your visual appearance. But knowing that scientists are working on new answers for skin-related conditions gives me hope. I have regained my confidence. I am delighted to be part of Innovate For Life because it raises public awareness for conditions like psoriasis. The campaign shows that ongoing scientific research is constantly leading to medical advancements that allow patients, like me, to pursue their passions in life,” said Zoe.

Innovate For Life features 10 documentary-style films with four international biopharmaceutical companies - Lilly, Amgen, Novo Nordisk and LEO Pharma. The films’ combined length is around 16 minutes. There is a super-cut film which pulls together the industry story across the four companies. A set of shorts - motion videos with pictures of some contributors from the films overlaid with selected quotations - previews the content. The stories are disease-led.

Eli Lilly: An innovator in the treatment of dementia and in community partnerships for education.

Amgen: A pioneer in heart health and in community partnerships for sport.

Novo Nordisk: A responsible voice on overweight and obesity through innovation in medicines and healthy living.

LEO Pharma: A partner for people with skin conditions who want to lead normal lives.

Bernard Mallee, IPHA’s Director of Communications and Advocacy, said: “Innovate For Life is aimed at everyone who cares about science. Whether you’re a politician or patient, a doctor or a scientist, or just someone who can see in their community what the biopharmaceutical industry does for economic growth, jobs and health outcomes, everyone has a stake in this campaign. It’s about the promise of science, not just in pandemic times but all the time.”

Rory Mullen, Head of BioPharma and Food at IDA Ireland, the foreign direct investment agency, said: “The research-based biopharmaceutical industry has a deep, massive impact in Ireland economically. Through jobs and exports, the capital intensive investments by multinational biopharmaceutical companies add significant economic value to Ireland. The innovative medicines manufactured here and adopted by health services globally are transforming the treatment of disease. Innovate For Life, in aggregating this story industry-wide, is a window on the world of medicines innovation. The campaign brings to life superbly well Ireland’s story in biopharmaceutical innovation and excellence.”

The Innovate For Life films are distributed through IPHA’s Twitter, LinkedIn and Facebook channels.