In the world of health advocacy, there are individuals whose personal journeys become the cornerstone of a mission that reaches far beyond themselves. Josefino “Josef” De Guzman is one such leader. As CEO and founder of Psoriasis Philippines (PsorPhil / Psoriasis Philippines Inc.), De Guzman has become a driving force in elevating awareness, improving care, and uniting communities around the challenges of psoriatic disease in the Philippines and across Asia-Pacific.

Guiding idea:
A personal diagnosis can power a collective transformation—when patients are seen, heard, and organized.

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Community outreach, education, and support—in action:

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Early Life and the Spark of Change

Josef De Guzman’s path was shaped by the very condition he would later champion. In 1996, while serving in a leadership role at a multinational company in the Philippines, he experienced a severe outbreak of psoriasis that dramatically altered the trajectory of his life. What may have seemed at first a deeply personal health crisis soon transformed into purpose: he resolved to devote his energy to patients like himself.

That turning point led him to quit his corporate role and dedicate himself to advocacy, education, and community-building around psoriatic disease.

Founding Psoriasis Philippines (PsorPhil)

In 2005, De Guzman took a modest but vital first step: he formed PsorPhil, initially as an online support group for Filipinos living with psoriasis. In time, this digital community evolved into a formal non-profit organization known today as Psoriasis Philippines Inc., with over fifty chapters across the country.

Under his leadership as CEO, PsorPhil has fostered peer support, education programs, advocacy for better treatment access, and national campaigns to reduce stigma. De Guzman has also been key in mentoring other nation-level patient groups and helping them organize in regions without strong local structures. The impact of what began as an online group has rippled outward: PsorPhil today is recognized as one of the leading advocacy organizations in the region, bridging patients, clinicians, policy bodies, and international networks.

Regional and Global Reach: Beyond Philippine Borders

While PsorPhil remains his anchor, Josef De Guzman’s influence extends far beyond campaign banners. Recognizing that many countries in Asia lacked structured patient advocacy for psoriatic disease, he founded PsorAsiaPacific (the Asia-Pacific regional member of the International Federation of Psoriasis Associations) and PSorAsiaMD, a network of physicians in the region passionate about psoriatic disease. He has mentored emerging patient organizations in other nations, helping grassroots advocates launch their own chapters, campaigns, and alliances.

Beyond that, De Guzman has represented patient voices globally. He has delivered lectures, participated in international medical congresses across Asia, Europe, and the Middle East, and structured advocacy programs at multi-national forums. One of his most significant advocacy victories came in 2013, when he was part of the International Federation of Psoriasis Associations’ (IFPA) team that lobbied at the World Health Assembly (WHA) in Geneva. Their efforts culminated in the adoption of a formal Psoriasis Resolution by the WHA in 2014—which formalized recognition of psoriasis as a public health issue worldwide.

Today, Josef holds critical leadership roles in global psoriasis advocacy. He serves as Treasurer of IFPA, Chair of the World Psoriasis Day Steering Committee, and continues as CEO of Psoriasis Philippines.

Driving Focus Areas: Awareness, Access, and Training

Challenges Faced and Resilience

Leadership in health advocacy is rarely smooth. De Guzman has navigated institutional inertia, funding constraints, public misconceptions, and the difficulties of scaling a grassroots movement in a diverse archipelagic nation. One key challenge is battling fragmented health delivery systems and uneven resources across urban and rural areas; many patients live far from specialists, making access—and in particular, to newer therapies—a logistical and policy battle.

Another persistent hurdle is stigma and lack of visibility. Many patients hesitate to raise their voices or even seek treatment due to shame, fear of discrimination, or being dismissed by others. De Guzman’s work emphasizes lifting those voices and turning distress into public dialogue. Through partnerships, volunteer mobilization, and cross-border collaboration, he has helped scale PsorPhil from a small online forum to a national movement with global connections.

Recognition, Legacy, and Future Vision

De Guzman’s contributions have earned recognition in patient advocacy circles at home and abroad. His legacy already includes a vibrant national network of chapters, regional mentorship and capacity-building, successful global advocacy for policy recognition, and a stronger public understanding of psoriatic disease.

Looking ahead, he aims to deepen research support, cross-disciplinary collaborations, and partnerships with government, academia, and private sectors. He is committed to equitable access to advanced therapies, expanding telehealth for remote communities, and ensuring psoriatic disease remains central in national NCD agendas.

Lessons and Inspiration

What makes Josef De Guzman’s story compelling is more than his accomplishments—it’s the transformation of personal adversity into collective empowerment. His journey offers enduring lessons: experience can fuel advocacy; start small, think big; bridge patient and clinical worlds; and persist amid obstacles. For Filipinos with psoriasis, he symbolizes hope, solidarity, and a persistent voice. For global health, he proves that patient-driven leadership can steer systemic change.

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