By the Phoenix Warrior

He was a corporate director who could sell anything to anyone. Then a diagnosis forced him to sell the most important product of all: HOPE. This is the story of Josef de Guzman, the man who became a megaphone for the silenced and an architect of a global patient revolution.

The Early Years: A Diagnosis That Sparked a Calling
Josef de Guzman was diagnosed with psoriasis in 1996. What followed was a period of deep personal struggle. By 1999, overwhelmed by the stigma of his condition, he stepped away from the corporate world where he had built a career as a Director of Sales and Marketing. He chose to retreat from public life, hoping no one would see him.

Yet in that moment of isolation, Josef discovered a new path. He began volunteering for other health advocacies—campaigns on cervical cancer awareness, hemophilia, schizophrenia, and other chronic conditions. What started as an attempt to find meaning in his own pain became the beginning of a lifelong mission. These years were his training ground, where he learned to combine compassion with strategy and transform lived experience into a force for social good.

From Personal Struggle to a National Movement
By 2005, Josef turned his focus entirely to psoriatic disease. He founded Psoriasis Philippines (PsorPhil) with just five members in an online support group. That small beginning has evolved into a nationwide movement with over 30,000 members and 50 chapters today.

• The Hug Me Campaign: Breaking stigma through empathy and connection.
  
• The Psorphil Rescue Program: Urgent assistance to members in crisis, from medical emergencies to daily survival needs.
  
• Weekends with Psorphil: An award-winning online program created during the pandemic that kept the community connected and gave hope in isolation.
  
• Wellness Weekend Philippines: Empowering patients with chronic conditions and families with knowledge about holistic care, comorbidities, and self-management.
  
• The Psoriasis Coach Program: Training patient leaders to guide, mentor, and support others.
  
• Suicide crisis interventions: Supporting more than 1,000 patients in their darkest moments.

These initiatives transformed Josef’s personal struggle into a national platform that provides both dignity and tangible support to patients and their families.

The Global Stage: From Geneva to Classrooms
Josef’s advocacy soon reached the global stage. In 2012, he joined the International Federation of Psoriasis Associations (IFPA) team in Geneva to push for a World Health Assembly resolution on psoriasis. After two years of persistent effort, the resolution was adopted in 2014, officially recognizing psoriasis as a serious global health issue.

He also became faculty at the International Psoriasis Council (IPC) Masterclasses, where he speaks alongside leading dermatologists. His lectures at medical conferences bring something rare in medical education: the patient’s perspective, ensuring that future specialists see not just the disease but the people living with it.

Building a Multiplier Effect Through Mentorship
Josef’s vision has always been larger than himself. He founded PsorAsiaPacific, a regional arm of IFPA and a mentoring hub for patient leaders. This initiative has sparked advocacy movements in Vietnam and across Asia and Africa, demonstrating that mentorship can have a multiplying impact across borders.

He also guides leaders of other chronic disease groups, helping them move from silence to action. Colleagues often credit Josef with giving them the tools, confidence, and strategy to stand before policymakers and demand change.

Scholar, Strategist, and Rights Champion

Josef’s work extends into research and human rights. He co-authored a chapter in the 2020 medical journal and is a co-convenor of the Philippine Alliance of Persons with Chronic Illness, which advocates for the recognition of chronic illness within disability rights frameworks.

Today, Josef sits on the Philippine Health Research Ethics Board (PHREB), which ensures the ethical conduct of health research by setting guidelines and protecting the dignity, rights, and welfare of research participants. Within PHREB, he serves on the Committee on Patient, Family, and Community Engagement (CPFCE), which safeguards the rights and welfare of patients, families, and communities throughout the research process.

His work reflects a broader vision: chronic illness is not only a medical issue but also a social and human rights challenge. Patients face barriers in education, work, and community life, and advocacy must address those realities.

A Legacy That Multiplies Hope
Today, Josef serves as Treasurer and board member of IFPA and Chair of the World Psoriasis Day Steering Committee. His leadership continues to bridge grassroots communities and global policy.

From his diagnosis in 1996 to leaving the corporate world in 1999 out of shame, to finding meaning in helping other advocacy groups, and finally building PsorPhil into a national force with groundbreaking programs, Josef’s story shows how one person’s resolve can spark systemic change.

His legacy is evident: advocacy is not about solitary voices but about multiplying voices. By equipping patients with the courage, tools, and opportunities they need, Josef has created ecosystems where patients are no longer silent—they are leaders.