“What causes a curve down there?”
“Is it Peyronie’s disease?”
“Is there someone I can talk to for help?”
A man asks those questions to begin a commercial in pharma firm Endo’s latest unbranded awareness campaign for Peyronie’s disease (PD), a condition the company says affects 10% of American men.
“I’ve got somebody for that,” reply a series of other men as the spot continues. The ad then notes that an estimated one in 10 men may have PD and suggests visiting GoGetSomebody.com to find a “urology specialist” who can “help you create a plan, including nonsurgical options.”
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That URL brings patients to a site that provides info about the company’s Xiaflex injection treatment as well as a search tool to find a Xiaflex-trained urologist near them.
The new campaign, titled “I Got Somebody,” represents an evolution of Endo’s previous awareness campaign for Peyronie’s, Dayna Sracic, Endo’s executive director, consumer marketing, tells Marketing Daily.
That earlier campaign, launched two years ago, was titled “Man With a Plan” and directed viewers to MakeaPDplan.com. It focused largely on getting men to replace “typing” online about PD by “talking” about it to a urologist, and emphasized the availability of nonsurgical solutions.
“Through our own research, we believed that the previous campaign message resonated with our audience, but it was beginning to lose impact with time, as many campaigns do,” Sracic says. So the new campaign “hones in on the importance of tapping into trusted expertise to find answers and alleviate mental load and stress” while continuing to “reiterate the message that nonsurgical treatment options are available, as fear of surgery can be a barrier for men as well.”
Other changes to the campaign, Sracic notes, include the use of the term “urology specialists” instead of “urologists” because “many practices may use advanced practice providers like NPs and PAs to administer their nonsurgical procedures.”
The new “vanity URL,” GoGetSomebody.com, Sracic says, better speaks to the campaign’s call for “men who think they may have symptoms of PD to find a urology specialist who has the expertise to support them through their treatment journey. In other words, we want them to go get somebody.”
Both campaigns were created by Klick Health, with Healix handling media buying.
The media plan includes 30-second and 15-second spots running on national broadcast (e.g., CBS, The CW, ESPN, ABC, NBC, ESPN, during programs such as "CBS Evening News" and "NASCAR on The CW”); on streaming services like Hulu, Amazon, and Peacock; and online. The buy also includes social, digital and search.
Endo began running unbranded TV spots and campaigns about PD in 2017, and launched its first branded Xiaflex campaign -- Bent Carrot -- in 2021. While another campaign, “PD Pool Hall,” debuted in late 2023, Sracic says that Bent Carrot is still being used for most of its branded advertising, with an evolution of that effort now being evaluated. The branded ads are now running on online video, display, social and search.