For decades psoriasis has been a barren field in terms of new, innovative approaches to management. It has been frustrating for physicians and of course, their patients. It doesn't help matters when there is a tendency for people to regard psoriasis as merely a cosmetic condition.

In addition psoriasis can have devastating effects upon people who have the disease and their family/friends everyday life. It can impact their personal, social and work life - and in a number of cases can be life ruining. Some people with psoriasis have been barred from swimming pools, spurned by friends, and others have even been dismissed from their employment for 'scaring' customers.

As a result the steering committee developed the following key communication messages for the day;