Endo has released its first commercial for Xiaflex, a treatment for Dupuytren’s contracture, and it features a success story. Dupuytren’s contracture is a condition where the fingers bend inward towards the palm due to thickening of tissue. Xiaflex is an injectable medication that helps to break down the tissue causing this contracture, allowing for improved hand movement.

More than ten years after getting FDA approval for Xiaflex as a non-surgical treatment for Dupuytren’s contracture, Endo has launched its first TV ad for this condition. In an interview, Endo’s executive director of consumer marketing, Dayna Sracic, explained that while the timeline for this ad might seem unusual, it was based on years of research.

The research showed that many patients with Dupuytren’s contracture rely heavily on their doctors’ advice, making it hard for them to learn about non-surgical options like Xiaflex. However, those who ask for Xiaflex by name often get it. With nearly 250,000 patients already treated with Xiaflex, Endo wants to encourage more patients to specifically request this FDA-approved non-surgical treatment.

Xiaflex is also approved for treating Peyronie’s disease, and Endo has been advertising it for that condition for several years. Previously, their efforts for Dupuytren’s were more about raising awareness without mentioning the brand.

Dupuytren’s contracture causes the tissue under the skin of the hand to thicken and tighten, forming a hard lump that can pull fingers toward the palm. The new ad features a real Xiaflex user named Steve and his wife Gisele. They share how Steve’s condition once made daily tasks difficult, but with Xiaflex, he can now use his hand normally, including holding his wife’s hand. The ad encourages viewers to “live your life hands-on with Xiaflex.”

Endo’s ad campaign targets people aged 50 and older, as Dupuytren’s typically develops in middle age. The ad will air on TV and online during news, sports, and popular TV shows. Endo aims to reach patients who have been diagnosed but not treated, offering Xiaflex as an alternative to surgery.

The campaign also includes a website, HandsOnLife.com, guiding visitors to the Xiaflex page for Dupuytren’s and helping them find local hand specialists. Alongside this, Endo will continue its unbranded awareness campaign to further educate patients about their treatment options.

No specific pill names were mentioned in the text.