Intra-Cellular pushes back on stereotypes in first DTC campaign for schizophrenia treatment Caplyta

Intra-Cellular Caplyta still image from DTC TV ad
Intra-Cellular's first DTC TV ad for schizophrenia treatment Caplyta (still image above) highlights everyday successes for patients. (Intra-Cellular)

Intra-Cellular Therapies knows that it’s the little things that matter for people living with schizophrenia.

Its first DTC campaign for once-a-day antipsychotic Caplyta features people going about a seemingly mundane day. A voiceover says, “It’s in the small everyday moments, and in the places you’d never expect. … Once these little moments start adding up, that’s when it feels like so much more—it feels like real progress.”

While most people might take daily activities for granted, those activities "are so important to people with schizophrenia," Intra-Cellular VP of Marketing Debra Marchese said. "... For people with schizophrenia it’s progress for them to have a good day, it’s progress and hopeful for their families."

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.

RELATED: Intra-Cellular nabs nod for schizophrenia drug Caplyta after FDA twists and turns

Another goal of the DTC campaign was to avoid stereotypes or frightening depictions of schizophrenia and instead lean into patients’ real experiences.

The commercial opens with a gently boiling kettle calling to mind a calming cup of tea. The softly lit ad, filled with family moments, focuses on the positive outcomes possible for those dealing with the mental health issue.

Filming during the COVID-19 pandemic presented unique challenges for the commercial, Marchese said. To minimize potential viral exposure, Intra-Cellular hired not only the actors hired to portray the people with schizophrenia, but also their real families for the scenes. The on-site crew consisted of one camera person and one wardrobe person, with everyone else remote.

RELATED: FDA calls off AdComm for Intra-Cellular's schizophrenia prospect

Along with the national TV ad, promotions include social media ads on Facebook and Instagram and a partnership with online mental healthcare provider e-psychatry.com linked on the drug’s website.

Caplyta’s FDA approval in December came after a long road that included a canceled advisory committee meeting and a three-month review extension.

Now, the first campaign for the drug comes as Intra-Ceullar pursues an expanded label for Caplyta. The company reported last week positive phase 3 data that showed Caplyta, along with lithium or valproate, led to significant improvement in depression over placebo in patients with bipolar disorder. Intra-Cellular plans to file for the expanded label late this year or in early 2021.

Suggested Articles

Life sciences companies have pivoted quickly during COVID-19 - Syneos Health® is supporting more than 80 active COVID-19 projects, including vaccines.

New York's Covaxx has signed on with three South American nations to provide 140 million doses of its early-stage COVID-19 vaccine.

To get the COVID-19 vaccine out quickly, Pfizer has been running rehearsals at distribution sites, creating "growing confidence," U.S. officials said.