Over a decade after getting FDA approval for Xiaflex as a non-surgical treatment for Dupuytren’s contracture, Endo is launching its first TV commercial for the drug. Dupuytren’s contracture is a condition where the tissue under the skin of the hand thickens and tightens, causing fingers to bend toward the palm. The commercial features a real Xiaflex user named Steve and his wife, Gisele, highlighting how the drug helped him perform everyday tasks again, like holding hands.
Dayna Sracic, Endo’s executive director of consumer marketing, explained that many patients rely heavily on their doctors’ advice and often aren’t informed about non-surgical options like Xiaflex. However, patients who specifically ask for Xiaflex are more likely to receive it. As Endo approaches 250,000 Xiaflex treatments, they aim to encourage patients to request it as the only FDA-approved non-surgical option for Dupuytren’s contracture.
Endo’s ad targets people aged 50 and older, aiming to reach those who are diagnosed but untreated. The ad will air on various TV channels and online platforms, encouraging viewers to discuss non-surgical options with their doctors. The company will also monitor visits to a website that helps patients find hand specialists, tracking how many use the site to seek treatment.
Endo will continue running an awareness campaign alongside the new commercial to inform and motivate patients at the right time with the right information. This dual approach helps guide patients through their treatment options for Dupuytren’s contracture.