#United States #Malvern #Endo #XIAFLEX #Dupuytren's

Endo Unveils 'Steve’s Journey' Campaign for XIAFLEX®

Endo, Inc. has officially launched its new television commercial titled Steve's Journey, aimed at raising awareness about Dupuytren's contracture, a hand condition affecting approximately 17 million Americans. This innovative campaign focuses on authentic patient experiences and is set to play a significant role in promoting the FDA-approved treatment, XIAFLEX® (collagenase clostridium histolyticum).

The Making of Steve's Journey

The ad features Steve and his wife, Gisele, sharing their personal narrative about dealing with Dupuytren's contracture. In a previous video series by Endo, Steve’s challenges as an untreated patient were showcased. Their story not only highlights the daily struggles associated with Dupuytren's contracture—such as difficulty in performing routine tasks—but also the liberation Steve felt after undergoing treatment with XIAFLEX®.

According to Justin Mattice, Vice President General Manager of Branded Specialty at Endo, the insight drawn from real patients’ experiences can empower others facing similar challenges. The campaign encourages potential patients to consult a hand specialist about XIAFLEX®, positioning them as informed decision-makers.

Understanding Dupuytren’s Contracture

Dupuytren’s contracture is characterized by the formation of a collagen cord beneath the skin of the palm, leading to the fingers curling towards the palm. As this condition progresses, it can greatly hinder the ability to perform everyday activities, emphasizing the need for effective treatments like XIAFLEX®.

Endo’s insightful research reveals that many individuals with Dupuytren's contracture often refrain from seeking treatment due to fears of surgery. By presenting a non-surgical solution through this campaign, Endo aims to equip patients with the information necessary to take proactive steps in managing their condition.

Patient-Centric Approach

The commercial captivates viewers from its opening scene, focusing on Steve's hands as he reminisces on how Dupuytren's contracture disrupted his daily life. As the narrative unfolds, we see Steve express his longing for intimacy with Gisele—a simple act of holding hands he missed before receiving treatment. Beyond his journey, the ad also incorporates Gisele's perspective, offering a holistic view of how Dupuytren's contracture impacts not only the patient but their loved ones as well.

By showcasing Steve's ability to return to activities he enjoys post-treatment, including working on his laptop and engaging in outdoor adventures with Gisele, the commercial illustrates the transformative power of XIAFLEX®.

Media Campaign Strategy

The media buy for Steve’s Journey is strategically set to reach diverse audiences through varied programming avenues like news, popular TV shows, and sports events, thus maximizing visibility and engagement with the target demographic. The ad encourages viewers to visit HandsOnLife.com, nurturing a community for individuals navigating Dupuytren's contracture.

Conclusion: A Call for Awareness

Through this campaign, Endo aspires to not only inform viewers about Dupuytren's contracture and its treatment options but also to foster a supportive community. By empowering patients with knowledge and firsthand experiences, Endo hopes that more individuals will seek the help they need – thereby enhancing their quality of life. With the central message that life is meant to be lived actively and fully, Steve’s Journey is a powerful reminder that solutions are available for those facing Dupuytren’s contracture.

As the ad echoes in living rooms across the nation, it challenges viewers to consider the realities of Dupuytren's contracture and the potential for positive change through XIAFLEX®.