MALVERN, PA — Endo, Inc. this week unveiled a new television commercial and disease awareness campaign, titled “Reminders,” aimed at empowering patients to advocate for their treatment preferences for Dupuytren’s contracture. This progressive hand condition affects an estimated 17 million Americans.
Justin Mattice, Vice President & General Manager of Branded Specialty at Endo, emphasized the campaign’s goal. “Younger generations are open about their health and feel comfortable participating in the treatment plan process with their healthcare provider, but some of us have spent our lives deferring to doctors’ recommendations, even if they don’t align with our lifestyle and preferences,” he said. “With five straightforward reminders, this campaign positions patients as knowledgeable partners and decision makers.”
Dr. Damon Adamany, an orthopedic hand surgeon at The CORE Institute, remarked on the common patient experiences with Dupuytren’s contracture. “I’ve seen patients who’ve coped with Dupuytren’s contracture for longer than necessary because a healthcare provider presented two paths: living with the condition or undergoing surgery,” he stated. “I believe that if patients aren’t comfortable with the options presented, they should get a second opinion.”
The “Reminders” campaign uses a powerful visual motif of counting on hands with rope-like cords to reinforce five key preferences and actions for patients with Dupuytren’s contracture:
- “I don’t want surgery for my Dupuytren’s contracture.”
- “I don’t want to wait for my contracture to get worse.”
- “I want a treatment with minimal downtime.”
- “I want a nonsurgical treatment.”
- “If nonsurgical treatment isn’t offered, I’ll get a second opinion.”
Dayna Sracic, Executive Director of Consumer Marketing at Endo, explained the campaign’s broader objective. “We’ve learned that to truly change patients’ behavior and make them advocates in their medical treatment, we need to go further than just disease education and embolden them to push past their comfort zone,” she said. “The people in the commercial clearly and confidently state what they want, providing an example for patients living with Dupuytren’s contracture.”
The commercial features close-ups of hands belonging to real Dupuytren’s contracture patients, with actors wearing prosthetics modeled after real cords. These were created by a special effects makeup crew known for their work on shows like “The Walking Dead” and “Stranger Things.” This authenticity lent credibility and relatability to the campaign.
Endo tested the commercial with real patients and orthopedic surgeons, earning high marks for its ability to grab attention, its unique concept, the clarity of its statements, and its motivational qualities. The “Reminders” campaign not only seeks to educate but also to inspire patients with Dupuytren’s contracture to become active participants in their treatment decisions.
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