Endo Pharmaceuticals (OTCQX: NDOI) is shifting its marketing strategy for Xiaflex, the only FDA-approved nonsurgical treatment for Dupuytren’s contracture, with the launch of a new branded television commercial, “Steve’s Journey.” This campaign signals a move towards a more patient-centric approach, leveraging real-life experiences to drive awareness and adoption of the treatment.
Dupuytren’s contracture, a progressive hand condition affecting an estimated 17 million Americans, involves the formation of collagen cords in the palm, leading to contracted fingers. Endo’s new campaign directly addresses a key barrier to treatment: patient apprehension about surgical options.
Instead of traditional advertising, “Steve’s Journey” features Steve, a real patient who was previously featured in Endo’s “Coffee & Cords” video series, documenting his journey from an untreated condition to recovery with Xiaflex. The commercial also includes Steve’s wife, Gisele, offering a partner’s perspective on the impact of the condition and the benefits of the treatment.
This approach is rooted in consumer insights. Endo’s research indicates that many patients delay treatment due to fears surrounding surgery, often adapting to the limitations imposed by Dupuytren’s contracture. However, data suggests that patients who specifically ask for Xiaflex by name are more likely to receive the medication.
By highlighting Steve’s positive experience and showcasing his regained ability to perform everyday tasks, Endo aims to empower patients to proactively seek a nonsurgical solution. The campaign directs viewers to HandsOnLife.com, a dedicated resource for information about Dupuytren’s contracture and Xiaflex.
The 60-second commercial will be strategically aired across a variety of platforms, including news, sports programming (such as NASCAR and NCAA basketball), popular television series, cable channels, and streaming services like Hulu and Amazon. This broad media buy is designed to maximize reach and target the demographic most likely to be affected by Dupuytren’s contracture.
“By spotlighting authentic experiences like Steve’s, we are emboldening patients to connect with a hand specialist and ask for nonsurgical XIAFLEX®, positioning them as knowledgeable decision makers,” said Justin Mattice, Vice President & General Manager, Branded Specialty at Endo.
Dayna Sracic, Executive Director, Consumer Marketing at Endo, added, “By sharing these powerful, personal stories, we believe we can inspire and educate others regarding Dupuytren’s contracture and nonsurgical treatment with XIAFLEX®.”
Endo’s move to focus on patient narratives reflects a growing trend in pharmaceutical marketing, prioritizing authentic connection and education over purely promotional messaging. The success of “Steve’s Journey” will likely be measured by its ability to drive patient engagement, increase Xiaflex prescriptions, and ultimately improve the lives of those living with Dupuytren’s contracture.
