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

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.

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