For Endo's new campaign partner, golf pro Herron, Dupuytren's is all in the family

Endo Pharmaceuticals
Endo Pharmaceuticals' Xiaflex is approved to treat hand condition Dupuytren's contracture.

PGA golf pro Tim Herron has more than passing knowledge of hand deformity Dupuytren’s contracture: He, his father and his sister all have the condition. So he reached out to Endo Pharmaceuticals, maker of Xiaflex, to find out how he and the pharma company could work together on education.

The result is a disease awareness public relations campaign that features Herron and his family telling their story of living with Dupuytren’s and sharing how it has affected their lives.

RELATED: Talk to the hand in Endo’s new disease awareness TV campaign for Dupuytren's contracture

On-Demand Webinar

Leveraging A Medical Record-Enriched Patient Dataset for COVID-19 Research

You are invited to join a webinar that will explore the ways researchers can leverage this enriched dataset for important COVID-19 research. Sign up today for this informative webinar to learn how you can leverage one of the only medical record reviews solely using real-world data from hospitalized COVID-19 patients.

This is the second disease awareness effort for Dupuytren from Endo this year. The first was an unbranded TV campaign that ran from June through the end of September in 60 targeted markets, Nick Ferrara, senior director of marketing at Endo, said in an email interview. He added that the TV campaign may run again in 2018, but that there are no plans to run it again in 2017. More media elements, including a paid social media push, will be added through the end of the year as part of the Herron PR effort.

“Tim’s story and connection to Dupuytren’s Contracture is one we thought many people could relate to, since we all rely on our hands to get through life to a certain extent. While most people probably have never heard of this condition, Dupuytren’s Contracture is more common that people might think," he said, adding that according to the U.S. National Library of Medicine, Dupuytren’s contracture occurs in about 5% of the U.S. population.

As a result of the initial TV campaign, Ferrara said, hand specialists from across the country have told Endo that patients have come in to talk about the possibility of Dupuytren’s and mentioned the TV ads or online ads.

Endo’s drug Xiaflex is approved to treat Dupuytren’s as well as Peyronie's disease, which causes an abnormal curvature in the penis. In the works, however, are early and promising trials in treating cellulite, for which there is no current FDA-approved drug.

Suggested Articles

Baxter Biopharma Services will spend $50 million to expand its facility in Bloomington, Indiana, to include fill-finish technology.

The FDA knocked India's Aurolife for chronic water leaks from its ceiling that may have contaminated multiple generic medicines.

The company was simultaneously hoping for an approval of a granules formulation to reach younger patients, but that didn't come as expected.