Tarsus Launches “Your Mitey Problem,” the First Direct-to-Consumer TV Campaign for XDEMVY® (lotilaner ophthalmic solution) 0.25%
Tarsus Pharmaceuticals (NASDAQ: TARS) has launched a new direct-to-consumer TV campaign for XDEMVY®, the first and only FDA-approved treatment for Demodex blepharitis. The campaign, titled "Your Mitey Problem," creatively showcases the root cause of the disease through a representation of mites on patients' eyelids.
Demodex blepharitis affects approximately 25 million people in the U.S., or 1 in 12 adults. It occurs when Demodex mites overpopulate on the eyelids, causing symptoms like redness, itching, and inflammation. The campaign aims to educate patients about the disease and encourage them to consult eye care providers about XDEMVY.
The multi-channel campaign is live on connected TV devices and streaming channels, with plans to include digital and social media components. Tarsus expects this innovative approach to reach a greater number of patients in need and drive action among providers and patients.
- Launch of first direct-to-consumer TV campaign for XDEMVY®
- XDEMVY® is the first and only FDA-approved treatment for Demodex blepharitis
- Campaign targets a large market of approximately 25 million people in the U.S.
- Multi-channel approach including TV, digital, and social media components
- None.
Insights
This direct-to-consumer TV campaign for XDEMVY® marks a significant milestone in Tarsus Pharmaceuticals' marketing strategy. The "Your Mitey Problem" campaign creatively addresses the 25 million Americans affected by Demodex blepharitis, potentially expanding market awareness and patient demand.
The campaign's innovative approach, using humor and visual storytelling, could effectively educate consumers about this relatively unknown condition. By featuring a recognizable actress and employing engaging visuals, Tarsus aims to increase disease awareness and drive patients to consult eye care providers.
From an investor perspective, this campaign could lead to:
- Increased brand recognition for XDEMVY®
- Higher patient inquiries and potential prescriptions
- Expanded market share in the eye care segment
However, the impact on revenue may take time to materialize, as consumer education campaigns often have a gradual effect on sales. Investors should monitor prescription trends and sales figures in the coming quarters to gauge the campaign's effectiveness.
The launch of XDEMVY® and this awareness campaign represents a significant advancement in treating Demodex blepharitis. As the first and only FDA-approved treatment for this condition, XDEMVY® addresses an unmet medical need affecting millions.
The campaign's focus on educating patients about the root cause of their symptoms is crucial. Many patients with blepharitis symptoms may be unaware of the underlying Demodex mite infestation. By illustrating the problem in a memorable way, this campaign could lead to increased diagnosis rates and more targeted treatment.
From a clinical perspective, having a targeted therapy like XDEMVY® available could improve patient outcomes compared to previous, less specific treatments. The emphasis on consulting eye care providers is also positive, as it encourages proper diagnosis and management of the condition.
Overall, this campaign has the potential to improve patient care by increasing awareness, diagnosis and treatment of Demodex blepharitis.
Campaign showcases root cause of Demodex blepharitis through creative representation of mischief-causing mites on patients’ eyelids
Demodex blepharitis is a significant eyelid disease that impacts approximately 25 million people in the U.S. – or 1 out of every 12 adults
Media accompanying this announcement is available by clicking on this link
IRVINE, Calif., Oct. 17, 2024 (GLOBE NEWSWIRE) -- Tarsus Pharmaceuticals, Inc. (NASDAQ: TARS), whose mission is to focus on unmet needs and apply proven science and new technology to revolutionize treatment for patients, starting with eye care, today announced the launch of a new direct-to-consumer TV campaign for XDEMVY® (lotilaner ophthalmic solution)
Demodex blepharitis occurs when Demodex mites – the most common ectoparasites found on humans – overpopulate on the eyelids. This infestation results in eyelid redness, crusties (collarettes), itching, irritation, misdirected eyelashes and inflammation. People with Demodex blepharitis often have difficulty applying makeup or driving at night, and many with the disease report being conscious of their eyes all day.
The first-of-its-kind campaign, called “Your Mitey Problem,” provides viewers with an inside look at a Demodex mite ‘party’ taking place on a patient’s eyelids. The uninvited eyelid squatters are feasting on oily sebum, clawing onto eyelashes and leaving behind a trail of waste, eyelid redness and inflammation. The chief of irritation is actress Betsy Sodaro – from CBS’s sitcom ‘Ghosts’ – who, in costume, encourages the other mites to wreak havoc on the eyelids.
Category-creating XDEMVY represents a significant step forward in eye care, and this campaign leverages dynamic visuals to describe the damaging impact potential of Demodex blepharitis on the eyelids. The goal of the campaign is to support patients in understanding their disease and drive them to consult with an eye care provider to see if XDEMVY is right for them.
“For years, millions of patients with Demodex blepharitis have struggled with limited, suboptimal treatment options and the frustration of not being able to address the root cause of their disease,” said Aziz Mottiwala, Chief Commercial Officer of Tarsus. “This engaging campaign educates patients on both the cause of disease and the only FDA-approved solution, and it does so with compelling visuals, action-oriented messaging and just the right amount of humor and levity. We are excited to reach patients directly with a fun, inspirational message that encourages them to prioritize their eyelid health and see an eye care provider.”
“Disease education has always been a critical part of our XDEMVY commercial strategy, and each of our campaigns has driven action and delivered significant, lasting impact among providers and patients,” said Bobak Azamian, M.D., Ph.D., CEO and Chairman of Tarsus. “With this new highly innovative and exciting campaign, we are bringing relatable, memorable and motivating messaging directly to patients. It is yet another example of our category-creating approach and we look forward to reaching an even greater number of patients in need.”
The multi-channel campaign is currently live on connected TV devices and streaming channels and will also include digital and social media components. The full TV spot can be viewed by visiting www.xdemvy.com.
For more information on XDEMVY for the treatment of Demodex blepharitis visit www.xdemvy.com.
About Demodex Blepharitis
Blepharitis is a common lid margin disease that is characterized by eyelid margin inflammation, redness and ocular irritation. Demodex blepharitis is caused by an infestation of Demodex mites, the most common ectoparasite found on humans and accounts for over two-thirds of all blepharitis cases. Demodex blepharitis may affect as many as 25 million Americans based on an extrapolation from the Titan study indicating
About XDEMVY®
XDEMVY (lotilaner ophthalmic solution)
About Tarsus Pharmaceuticals, Inc.
Tarsus Pharmaceuticals, Inc. applies proven science and new technology to revolutionize treatment for patients, starting with eye care. Tarsus is advancing its pipeline to address several diseases with high unmet need across a range of therapeutic categories, including eye care, dermatology, and infectious disease prevention. Tarsus is studying three investigational medicines in clinical trials. In addition to XDEMVY (lotilaner ophthalmic solution)
XDEMVY Indication and Important Safety Information
Indications and Usage
XDEMVY (lotilaner ophthalmic solution)
Important Safety Information
Most common side effects: The most common side effect in clinical trials was stinging and burning in
Handling the Container: Avoid allowing the tip of the dispensing container to contact the eye, surrounding structures, fingers, or any other surface in order to minimize contamination of the solution. Serious damage to the eye and subsequent loss of vision may result from using contaminated solutions.
When to Seek Physician Advice: Immediately seek a physician’s advice concerning the continued use of XDEMVY if you develop an intercurrent ocular condition (e.g., trauma or infection), have ocular surgery, or develop any ocular reactions, particularly conjunctivitis and eyelid reactions.
Use with Contact Lenses: XDEMVY contains potassium sorbate, which may discolor soft contact lenses. Contact lenses should be removed prior to instillation of XDEMVY and may be reinserted 15 minutes following its administration.
To report SUSPECTED ADVERSE REACTIONS, contact Tarsus Pharmaceuticals at 1-888-421-4002 or FDA at 1-800-FDA-1088 or www.fda.gov/medwatch.
For additional information please see Full Prescribing Information available at: www.xdemvy.com.
Forward-Looking Statements
Statements in this press release about future expectations, plans and prospects, as well as any other statements regarding matters that are not historical facts, may constitute “forward-looking statements.” These statements include statements regarding potential interest in, and patient access to XDEMVY; Tarsus’ commercialization plans for and the anticipated benefits of XDEMVY including its consumer marketing campaign and potential impact on patient and eye care provider education, screening, diagnosis, and/or treatment patterns for Demodex blepharitis; and the quotations of Tarsus’ management. The words, without limitation, “believe,” “contemplate,” “continue,” “could,” “estimate,” “expect,” “intend,” “may,” “might,” “plan,” “potential,” “predict,” “project,” “should,” “target,” “will,” or “would,” or the negative of these terms or other similar expressions are intended to identify forward-looking statements, although not all forward-looking statements contain these or similar identifying words. Actual results may differ materially from those indicated by such forward-looking statements as a result of various important factors. Further, there are other risks and uncertainties that could cause actual results to differ from those set forth in the forward-looking statement and they are detailed from time to time in the reports Tarsus files with the Securities and Exchange Commission, including Tarsus’ Form 10-K for the year ended December 31, 2023 filed on February 27, 2024 and the most recent Form 10-Q quarterly filing filed with the SEC, which Tarsus incorporates by reference into this press release, copies of which are posted on its website and are available from Tarsus without charge. However, new risk factors and uncertainties may emerge from time to time, and it is not possible to predict all risk factors and uncertainties. Accordingly, readers are cautioned not to place undue reliance on these forward-looking statements. Any forward-looking statements contained in this press release are based on the current expectations of Tarsus’ management team and speak only as of the date hereof, and Tarsus specifically disclaims any obligation to update any forward-looking statement, whether as a result of new information, future events or otherwise.
Contacts:
Media Contact:
Adrienne Kemp
Sr. Director, Corporate Communications
(949) 922-0801
akemp@tarsusrx.com
Investor Contact:
David Nakasone
Head of Investor Relations
(949) 620-3223
DNakasone@tarsusrx.com
FAQ
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