Urovant Sciences is partnering with actress and patient Holly Robinson Peete as part of a campaign to bring awareness to overactive bladder (OAB).
The “Time To Go” campaign wants to introduce the treatment options for patients living with OAB and diminish the stigma attached to discussing symptoms with a healthcare provider.
“I experienced OAB symptoms for years prior to talking to my doctor about potential treatment options, and I wish I had sooner,” said Robinson Peete in a press release.
“I noticed I was going to the bathroom a lot and had a sudden urge to go, like now,” added the actress, known for her roles in Fox police drama "21 Jump Street" and ABC sitcom "Hangin' with Mr. Cooper." “With my OAB symptoms, there was a lot of added stress and worry before I traveled either for work or for fun.”
According to research from Urovant, which markets Gemtesa for OAB in the U.S., about 33 million people in the U.S. have bothersome bladder issues, which can negatively impact daily activities. OAB causes the sudden urge to urinate, often upward of eight times a day, and bladder leakage.
And the delay in seeking help from a physician is very real. According to research, patients wait an average of 3.5 years before they seek out help from a doctor because they are embarrassed or figure bladder issues are a normal part of aging.
“This campaign was designed to educate and motivate more people to go to their healthcare providers and speak up about their OAB symptoms,” Alana Darden-Powell, vice president of marketing at Urovant Sciences, told Fierce Pharma Marketing in an interview.
“With the second phase of the campaign, Urovant Sciences is proud to partner with Holly Robinson Peete to raise awareness about OAB. Through this campaign, we are aiming to help reduce the stigma around the condition by sharing Holly’s experience with OAB and its impact on her day-to-day activities.”
In the coming months, additional content will be added to the "Time To Go" website, including more details about Robinson Peete’s journey with OAB, how she managed her symptoms and her experience on Gemtesa.
Originally launched in November 2022, the campaign website offers people more information about Urovant’s Gemtesa tablets, a prescription treatment option for those with OAB. The website also offers consumers free travel kits and advice for traveling with an overactive bladder.
Robinson Peete’s jump into the campaign marks another milestone for the "Time To Go" campaign, a multichannel approach to educating the public on OAB. In late 2022, Urovant teamed up with Speax by Thinx, an underwear designed to absorb bladder leakage, to kick off Bladder Health Awareness Month.
“We believe Holly’s story will resonate with many people who are also dealing with the bothersome symptoms of OAB. By working with Holly and helping share her story, we hope to bring more attention to recognizing symptoms and encouraging patients to talk to their doctor about managing the symptoms of OAB,” Darden-Powell said.
“It was important to us to highlight her personal story with OAB and Gemtesa as we understand the power of celebrities’ voices in helping tackle difficult topics and bring them to the forefront.”
Moving forward, marketing initiatives will include integrated content on key health websites and at the point of care in primary care and urology offices as well as organic and paid advertising on social media.
Plus, ads will continue to focus on driving patients to the Urovant campaign platform at www.TimeToGo.com.
Gemtesa was approved by the FDA in December 2020. Urovant Sciences is a subsidiary of Sumitovant Biopharma, a biopharma focused on urology.