DUBLIN - Endo International plc (NASDAQ: ENDP) announced the launch of their first-ever XIAFLEX (collagenase clostridium histolyticum) television commercial, Bent Carrot. The spot introduces men to XIAFLEX as the first and only nonsurgical FDA-approved treatment for Peyronie's disease (PD) and encourages them to seek treatment if they believe they may have the condition, in which a buildup of fibrous scar tissue (plaque) causes a curvature of the penis.
'We're bringing awareness and education about treatment to consumers-part of Endo's long-standing commitment to addressing men's health issues,' said Thomas Kolaras, Senior Vice President & General Manager, Medical Therapeutics at Endo. 'Through this eye-catching, multi-channel campaign, we're encouraging men with possible signs of Peyronie's disease to start a conversation with a urologist about their symptoms and about whether XIAFLEX could be an option.'
'My patients with PD had to overcome many challenges to finally find a doctor and discuss their condition-embarrassment, denial, fear and a host of other internal and external factors,' said Dr. Jesse Mills, Associate Clinical Professor and Division Chief of Andrology at UCLA. 'In my opinion, Endo's clever carrot campaign succeeds in educating more men about PD and continues to normalize and destigmatize the condition. I look forward to seeing current and future patients empowered by Endo's commitment to men's health.'
Over the last two years, Endo has gathered insights via market research from men living with PD. For these men, the journey from diagnosis to treatment can take upward of seven years. Often, men are misdiagnosed and/or are frustrated by their journey to address their erectile curvature.
Integrated Campaign Details
The 60-second TV commercial features the image of a bent carrot to symbolize PD. It will run on prime-time TV (including networks like USA and news programs such as 'CBS Evening News with Norah O'Donnell'), streaming services (including Hulu, Paramount+ and Discovery+) and online beginning in October.
The commercial is part of a larger, surround-sound campaign that includes radio and streaming music service ads, social media ads on platforms where patients are active, digital ads and partnerships on health-focused websites, signage and educational materials in doctors' offices and partnerships with industry organizations.
Why the carrot? It's a friendly, visual approach to a condition that often causes embarrassment and may feel too intimate to discuss. The single, simple metaphor is memorable and easy to recall. The campaign uses positive and lively-but not funny-creative to visualize PD in a way that's factual, understandable and solution-oriented.
About Peyronie's Disease
Peyronie's disease (PD) is a condition in which a buildup of fibrous scar tissue causes a curvature of the penis. This curvature can be painful during arousal and intimacy. PD can affect as many as 1 in 10 men in the U.S., but diagnosis rates remain low because men with PD may be too uncomfortable to speak up and get help.
About Endo International plc
Endo (NASDAQ: ENDP) is a specialty pharmaceutical company committed to helping everyone we serve live their best life through the delivery of quality, life-enhancing therapies. Our decades of proven success come from passionate team members around the globe collaborating to bring the best treatments forward. Together, we boldly transform insights into treatments benefiting those who need them, when they need them. Learn more at www.endo.com or connect with us on LinkedIn.
Certain information in this press release may be considered 'forward-looking statements,' within the meaning of the Private Securities Litigation Reform Act of 1995 and any applicable Canadian securities legislation including, but not limited to, the statements by Mr. Kolaras and Dr. Mills and any statements relating to product efficacy, adverse reactions, product potential, sales, supply or availability. All forward-looking statements in this press release reflect Endo's current expectations of future events based on information available to Endo as of the date of this press release. If underlying assumptions prove inaccurate or unknown risks or uncertainties materialize, actual results could vary materially from Endo's expectations and projections, including with respect to the impact of any litigation, investigation or settlement proceeding on our financial statements, including our cash flows from operations; our ability to adjust to changing market conditions; our ability to attract and retain key personnel; our ability to maintain compliance with our financial obligations under certain of our outstanding debt obligations, causing a downgrade of our debt and long-term corporate ratings (which could increase our cost of capital) and exposing us to potential events of default (if not cured or waived) under financial and operating covenants contained in our or our subsidiaries' outstanding indebtedness; our ability to incur additional borrowings under the covenants in our then-existing facilities or to obtain additional debt or equity financing for working capital, capital expenditures, business development, debt service requirements, acquisitions or general corporate or other purposes, or to refinance our indebtedness; and/or a significant reduction in our short-term and long-term revenues and/or otherwise cause us to be unable to fund our operations and liquidity needs, such as future capital expenditures and payment of our indebtedness. The occurrence or possibility of any such result may cause us to pursue one or more significant corporate transactions or remedial measures, including on a preventative or proactive basis. Actions that may be evaluated or pursued could include reorganization or restructuring activities of all or a portion of our business, asset sales or other divestitures, cost-saving initiatives or other corporate realignments, seeking strategic partnerships and exiting certain product or geographic markets. Some of these measures could take significant time to implement and others may require judicial or other third party approval. Any such actions may be complex, could entail significant costs and charges or could otherwise negatively impact shareholder value, and there can be no assurance that we will be able to accomplish any of these alternatives on terms acceptable to us, or at all, or that they will result in their intended benefits. Other risks and uncertainties include general industry and market conditions; technological advances and patents attained by competitors; challenges inherent in the research and development and regulatory processes, including regulatory decisions, product recalls, withdrawals and other unusual items; challenges related to product marketing, such as the unpredictability of market acceptance for new products and/or the acceptance of new indications for such products; inconsistency of treatment results among patients; potential difficulties in manufacturing; general economic conditions; and governmental laws and regulations affecting domestic and foreign operations. Endo expressly disclaims any intent or obligation to update these forward-looking statements except as required by law. Additional information concerning these and other risk factors can be found in Endo's periodic reports filed with the U.S. Securities and Exchange Commission and in Canada on the System for Electronic Data Analysis and Retrieval, including current reports on Form 8-K, quarterly reports on Form 10-Q and annual reports on Form 10-K.
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