MALVERN, PA — Endo, Inc. (OTCQX: NDOI) has unveiled its new branded television commercial, “Steve’s Journey,” as part of a broader effort to educate the public about Dupuytren’s contracture, a progressive hand condition that impacts approximately 17 million Americans. The campaign also aims to highlight XIAFLEX®, the only FDA-approved nonsurgical treatment for this condition, encouraging patients to seek advice from a hand specialist.
At the heart of the campaign is Steve, a real-life patient previously featured in Endo’s “Coffee & Cords” awareness series. This time, Steve returns to share his personal experience with Dupuytren’s contracture, highlighting his treatment and recovery with XIAFLEX®. His wife, Gisele, also joins the commercial to provide a partner’s perspective, emphasizing the emotional and physical impact of the condition on their daily lives.
“Those with the best understanding of Dupuytren’s contracture are patients who have faced similar challenges and uncertainties,” said Justin Mattice, Vice President & General Manager, Branded Specialty at Endo. “By spotlighting authentic experiences like Steve’s, we are emboldening patients to connect with a hand specialist and ask for nonsurgical XIAFLEX®, positioning them as knowledgeable decision makers.”
Raising Awareness About Dupuytren’s Contracture
Dupuytren’s contracture is a condition in which thickened collagen cords form under the skin of the palm, slowly pulling the fingers inward. This progressive condition can make everyday activities difficult, such as holding objects or shaking hands. Despite its widespread prevalence, awareness of nonsurgical treatment options remains low.
According to Endo’s consumer research, many patients delay treatment because of concerns about surgery, choosing instead to adapt to the challenges of the condition. This delay often stems from a lack of awareness about alternatives like XIAFLEX®.
Endo’s campaign directly addresses this gap, aiming to place patients at the center of their treatment decisions. Research by the company shows that patients who ask for XIAFLEX® by name are more likely to receive it, offering a pathway to recovery without surgery.
Steve’s Personal Story
“Steve’s Journey” opens with powerful imagery of Steve’s hand as he recounts the difficulties caused by Dupuytren’s contracture. Scenes of his treatment and recovery demonstrate how XIAFLEX® helped him regain the freedom to perform tasks once hindered by the condition. The commercial also shares tender moments between Steve and Gisele, such as holding hands—an ordinary act made possible again after treatment.
“Endo is passionate about using firsthand experiences to amplify the voices of real-life patients,” said Dayna Sracic, Executive Director, Consumer Marketing at Endo. “By sharing these powerful, personal stories, we believe we can inspire and educate others regarding Dupuytren’s contracture and nonsurgical treatment with XIAFLEX®.”
Patient-Centered Approach with a Purpose
“Steve’s Journey” represents a continuation of Endo’s efforts to connect with patients directly through creative, insights-driven campaigns. By sharing real experiences, the company hopes to encourage earlier intervention and improve patient outcomes.
Looking ahead, this campaign has the potential to significantly enhance awareness of Dupuytren’s contracture while driving adoption of XIAFLEX® as a preferred treatment option. Through these initiatives, Endo is helping affected individuals rediscover the freedom to live life on their terms.
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