• by Les Luchter , February 21, 2025

Steve, a patient with Dupuytren’s contracture (curled fingers), gets to hold hands with his wife again in Endo’s first-ever commercial touting how its decade-old Xiaflex can treat the condition.

The :60 spot comes some eight months after Endo debuted an unbranded awareness campaign, which featured an actor who wore prosthetics modeled after real Dupuytren’s contracture patients.

No such reproductions were needed for the new spot, as both Steve and his wife Giselle are real people who had already appeared in “Coffee & Cords,” an Endo video series launched in 2022 when he had not yet decided to get treated with Xiaflex.

The new commercial launched on President’s Day and will be run on broadcast, cable, streaming and, in a shorter version, online throughout the year, “as part of our hybrid media strategy,” which also includes the unbranded advertising, Dayna Sracic, Endo’s executive director, consumer marketing, tells Marketing Daily.

Both the branded and unbranded Dupuytren’s contracture campaigns were created by the Fingerpaint agency.

Specific buys, handled by Healix, include news and sports ( e.g., NASCAR, NCAA basketball) programming, CBS’ “Survivor” and “Matlock,” the History and Discovery channels, Hulu and Amazon.

The spot, stating that patients can “Live your life hands on with Xiaflex,” encourages those suffering from Dupuytren’s contracture to visit HandsOnLife.com to find a local hand specialist who can perform the treatments.

The target audience is adults 50+, Sracic says, and although Dupuytren’s is “more prevalent in men…we are aiming to reach both men and women.”

“We’ll consider the campaign a success when our myriad metrics and measurements tell us we’re helping Dupuytren’s contracture patients -- helping them find a hand specialist, get diagnosed, advocate for the treatment that’s right for them, and get back to living a hands-on life,” Sracic says.

Those myriad metrics and measurements include “monitoring website traffic; use of the hand specialist locator on our site; online search queries; use of the vanity URL; our annual awareness, trial and usage (ATU) survey; and input from healthcare providers, to name a few,” she elaborates. “We love data and insights!”

Xiaflex, the only FDA-approved nonsurgical treatment for Dupuytren's contracture, also treats Peyronie’s disease (curved penises).