Tarsus Launches “Your Mitey Problem,” the First Direct-to-Consumer TV Campaign for XDEMVY (lotilaner ophthalmic solution) 0.25%

Tarsus Pharmaceuticals announced the launch of a new direct-to-consumer TV campaign for XDEMVY® (lotilaner ophthalmic solution) 0.25%, the first and only FDA-approved treatment for Demodex blepharitis (DB).

The campaign, called “Your Mitey Problem,” provides viewers with an inside look at a Demodex mite ‘party’ taking place on a patient’s eyelids. The uninvited eyelid squatters are feasting on oily sebum, clawing onto eyelashes and leaving behind a trail of waste, eyelid redness and inflammation. The chief of irritation is actress Betsy Sodaro—from CBS’s sitcom ‘Ghosts’—who, in costume, encourages the other mites to wreak havoc on the eyelids.

XDEMVY represents a step forward in eye care, and this campaign leverages dynamic visuals to describe the damaging impact potential of Demodex blepharitis on the eyelids. The goal of the campaign is to support patients in understanding their disease and drive them to consult with an eye care provider to see if XDEMVY is right for them.

“For years, millions of patients with Demodex blepharitis have struggled with limited, suboptimal treatment options and the frustration of not being able to address the root cause of their disease,” said Aziz Mottiwala, chief commercial officer of Tarsus. “This engaging campaign educates patients on both the cause of disease and the only FDA-approved solution, and it does so with compelling visuals, action-oriented messaging and just the right amount of humor and levity. We are excited to reach patients directly with a fun, inspirational message that encourages them to prioritize their eyelid health and see an eye care provider.”

“Disease education has always been a critical part of our XDEMVY commercial strategy, and each of our campaigns has driven action and delivered significant, lasting impact among providers and patients,” said Bobak Azamian, MD, PhD, CEO, and chairman of Tarsus. “With this new highly innovative and exciting campaign, we are bringing relatable, memorable and motivating messaging directly to patients. It is yet another example of our category-creating approach and we look forward to reaching an even greater number of patients in need.”

The multi-channel campaign is currently live on connected TV devices and streaming channels and will also include digital and social media components. The full TV spot can be viewed by visiting www.xdemvy.com.