Introducing the 'Prime Time' Campaign: A New Approach to Peyronie's Disease Awareness

Prime Time Campaign: Advancing Awareness for Peyronie's Disease

Endo, a subsidiary of Mallinckrodt plc, recently launched its latest campaign, "Prime Time," promoting XIAFLEX® (collagenase clostridium histolyticum) as a groundbreaking treatment for Peyronie's disease (PD). This new 90-second commercial builds upon the brand's previous effort, the "Bent Carrot" campaign that debuted in 2021, and aims to encourage men experiencing PD symptoms to seek a diagnosis and treatment.

What is Peyronie's Disease?

Peyronie's disease is characterized by the formation of fibrous scar tissue, which can cause a curvature of the penis—leading to discomfort during arousal and intimacy. With estimates suggesting that PD affects up to one in ten men in the U.S., the condition remains underdiagnosed, primarily due to the social stigma surrounding it. Many individuals hesitate to consult a urology specialist, resulting in delayed diagnosis and treatment.

The Prime Time Campaign

The "Prime Time" commercial features a relatable couple discussing their personal experiences with Peyronie's disease. It depicts a journey from symptom onset to successful treatment, encompassing the fears and misconceptions that can accompany such a diagnosis. The goal of this campaign is to alleviate the embarrassment and stigma surrounding the condition, prompting men to speak up for their health.

In addition to promoting awareness, the campaign highlights a copay program aimed at increasing affordability for treatment. This program, where nearly 94% of eligible patients may receive XIAFLEX at a $0 out-of-pocket cost, underscores Endo's commitment to enhancing access to care. However, it's important to note that this copay assistance does not apply to government-insured patients.

Justin Mattice, Senior Vice President and General Manager at Endo, stated, "Our commitment to men's health compels us to engage in open dialogues about Peyronie's disease, urging men to consult a urology professional. The Prime Time campaign not only addresses common worries but also demystifies the treatment process."

Crafting a Patient-Centric Message

The creative strategy behind the "Prime Time" campaign emphasizes empathy and understanding. Viewers witness the couple navigating the complexities of Peyronie's disease. As they reflect on their previous hesitations—such as inaccurate information regarding costs and fear of the treatment itself—the narrative shifts towards empowerment. They ultimately reveal their personal success story, with a particular emphasis on how they ended up paying nothing for their treatment due to the copay program.

Since its inception, the “bent carrot” metaphor has served as a prominent symbol in the campaign for Peyronie's disease, effectively illustrating the challenges and potential solutions for men suffering from this condition. The new commercial remains true to this analogy, capturing the transformative process from a bent to a straight carrot to signify the progress available through treatment.

A Dedicated Advertising Strategy

The "Prime Time" ad began airing on various streaming platforms, including Prime Video, CBS, HBO Max, Hulu, and Peacock of August 11. The campaign also extends into social media and digital advertising spaces where potential patients engage with their communities, fostering a broader conversation about Peyronie's disease.

As additional resources become available, Endo is committed to maintaining a focus on the conversations surrounding men's health, particularly concerning conditions such as Peyronie's disease that significantly impact both physical and emotional well-being.

Safety Considerations

Endo advises patients to be cautious and consult with their healthcare provider regarding XIAFLEX. Potential side effects range from minor to severe, including allergic reactions and damage to penile tissues, so awareness of treatment implications is crucial.
They recommend a thorough health review prior to receiving XIAFLEX, particularly related to any previous allergic reactions.

In conclusion, the "Prime Time" campaign establishes a strong foundation for increasing awareness and education on Peyronie's disease, encouraging men to confront their health with confidence and seek the necessary support. With the right dialogue and resources, Endo aims to change perceptions surrounding this condition, empowering patients throughout their treatment journeys.