The campaign showcases root cause of Demodex blepharitis through creative representation of mischief-causing mites on patients’ eyelids.
Tarsus Pharmaceuticals, Inc. announced the launch of a new direct-to-consumer TV campaign for XDEMVY® (lotilaner ophthalmic solution) 0.25%, the first and only FDA-approved treatment for Demodex blepharitis (DB).
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, MD, PhD, 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 XDEMVY®
XDEMVY (lotilaner ophthalmic solution) 0.25%, formerly known as TP-03, is a novel prescription eye drop for the treatment of Demodex blepharitis and is designed to target and eradicate the root cause of the disease – Demodex mite infestation. The active ingredient in XDEMVY is lotilaner, a well-characterized agent that eradicates Demodex mites by selectively inhibiting the GABA-Cl channels. It is a highly lipophilic molecule, which may promote its uptake in the oily sebum of the eyelash follicles where the mites reside. XDEMVY was evaluated in two pivotal trials collectively involving more than 800 patients. Both trials met the primary endpoint and all secondary endpoints, with statistical significance and no serious treatment-related adverse events. Most patients found XDEMVY to be neutral to very comfortable. The most common ocular adverse reactions observed in the studies were site stinging and burning which was reported in 10% of patients. Other ocular adverse reactions reported by less than 2% of patients were chalazion/hordeolum (stye) and punctate keratitis.
XDEMVY Indication and Important Safety Information
Indications and Usage
XDEMVY (lotilaner ophthalmic solution) 0.25% is indicated for the treatment of Demodex blepharitis.
Important Safety Information
Most common side effects: The most common side effect in clinical trials was stinging and burning in 10% of patients. Other side effects in less than 2% of patients were chalazion/hordeolum and punctate keratitis.
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.
