XDEMVY HCP Launch

2024 WINNER: NY FESTIVAL, THE TELLY AWARDS, FIERCE PHARMA LAUNCH OF THE YEAR

Eyecare’s hottest drop

To launch the cure to an underdiagnosed and icky disease, we needed a hero and then some.

Inflammation from tiny mites pooping and pig-piling on your eyelids? Demodex blepharitis is a weirdly gross, surprisingly common condition that a lot of HCPs don’t even know how to look for. They’re also reluctant to discuss it with their patients when they do see it because it makes everybody uncomfortable, and until recently, there wasn’t much of a cure.

The problem is already “personified” as creepy crawly mites, so it made sense for our product to be the hero to finally wipe them out.  He needed to be friendly and likable because the product is gentle on the eyes, and also because he had a lot of explaining to do around an uncomfortable subject.

XDEMVY causes genuine excitement when people see him, everywhere from focus groups to trade show floors. They want to pose with him for photos and play as him in games. He empowers HCPs to kick DB’s butt, all while painlessly educating them on the disease, diagnosis, and cure.

The XDEMVY launch didn’t just create a new treatment category. It also blew a giant breath of fresh, *fun* air into the professional eye care space.