PhotoMedex Supports Psoriasis and Vitiligo Patients Through New "Live Clear. Live Free." Campaign

Nov 29, 2012, 06:00 ET from PhotoMedex, Inc.

MONTGOMERYVILLE, Pa., Nov. 29, 2012 /PRNewswire/ -- PhotoMedex (Nasdaq: PHMD) (TASE: PHMD), a pioneer in patient advocacy for psoriasis and vitiligo therapy, is redefining the patient experience for the millions of Americans suffering from these chronic conditions through an unparalleled direct-to-consumer and physician education campaign launching this month. The Live Clear. Live Free. campaign is designed to accelerate awareness of the XTRAC® excimer laser treatment, improve patient care, expedite information sharing, and reduce healthcare costs for what many believe is one of the most challenging skin diseases.  

With XTRAC® therapy proven as a safe and effective modality for psoriasis, the most common autoimmune disease in the U.S., and vitiligo, the new XTRAC® patient program expands the reach of awareness to patients and physicians across the nation. A national direct-to-consumer radio and television blitz is currently airing, supported with a direct mail campaign. A 24/7 call center staffed with clinical specialists provides insurance guidance, answers questions on XTRAC® therapy and expedites appointments with physicians. The new XTRAC® website,, has been redesigned to serve as a patient and physician resource, and new patient education materials have been delivered to all 300 authorized XTRAC® practices nationwide.

"Millions of Americans face the daily burden of living with psoriasis or vitiligo," said Dr. Dolev Rafaeli, PhotoMedex CEO. "Our marketing efforts fully reinforce our commitment to advocating better treatment options and accessibility. We believe our Live Clear. Live Free. programs hold potential to transform psoriasis and vitiligo patient care."

PhotoMedex has long advocated the need for improved medical care and best practices, beginning in 2002 when the company successfully teamed with the American Academy of Dermatology and the American Medical Associations CPT (Current Protocol Terminology) Editorial Board. The partnership secured approval for an XTRAC® laser therapy CPT code for inflammatory skin disease (psoriasis). CPT, the system developed by the American Medical Association, standardizes and ensures uniformity in terminology used by insurers to determine the reimbursement amount practitioners receive.

Live Clear. Live Free. brings PhotoMedex's support of practices that administer XTRAC® excimer laser therapy to a new level. The campaign also drives awareness of the standard of care for psoriasis and vitiligo, attracting physicians outside of the dermatology discipline nationwide. As more physicians offer XTRAC®, PhotoMedex continues to close the gap between advancements and availability to improve patient care and lower healthcare costs.

"As physicians, we want to give better, personalized medical care; there is the option of sending patients to other clinics for treatments, but that inconveniences them," said Dr. Alvin Wells, Director of the Rheumatology and Immunotherapy Center in Franklin, Wisc. "XTRAC® makes a significant impact and enables me to offer better customer service and clinical outcomes to my patients, as well as generate an additional revenue stream."

XTRAC® is the only FDA-cleared, clinically proven excimer laser used in multi-center clinical studies for safe and effective treatment of psoriasis and vitiligo. The XTRAC® excimer laser delivers a highly targeted therapeutic level of UVB light to areas of the skin affected by psoriasis or vitiligo, without harming the surrounding tissue. In psoriasis, the UVB therapy slows and reverses the growth of cells, while UVB light stimulates re-pigmentation of areas that have lost color for those with vitiligo. Patients can start to see results in weeks. XTRAC® treatments are covered by most major insurance companies. To learn more about XTRAC® excimer laser, visit or call 1-800-314-5058.

About PhotoMedex
PhotoMedex is a global skin health company providing integrated disease management and aesthetic solutions to dermatologists, professional aestheticians and consumers. The company provides proprietary products and services that address skin diseases and conditions including psoriasis, vitiligo, acne, actinic keratosis (a precursor to certain types of skin cancer) and photo damage. Its experience in the physician market provides the platform to expand its skin health solutions to spa markets, as well as traditional retail, online and infomercial outlets for home-use products. As a result of its December 2011 merger with Radiancy Inc., PhotoMedex has added a range of home-use devices under the no!no!™ brand, for various indications including hair removal, acne treatment and skin rejuvenation. The company also offers a professional product line for acne clearance, skin tightening, psoriasis care and hair removal sold to physician clinics and spas.

Investors are cautioned that statements in this press release constitute forward-looking statements that involve risks and uncertainties. Actual results may differ materially from the results anticipated in these forward-looking statements. Additional information on potential factors that could affect our results and other risks and uncertainties are detailed in PhotoMedex's periodic reports, including its Annual Report on Form 10-K for the year ended December 31, 2011, available on the SEC's web site at

SOURCE PhotoMedex, Inc.