KEY TAKEAWAY: AbbVie is airing DTC ads for a disease state site on endometriosis in preparation for the launch of Elagolix. The site and the commercial are both well done and provide a resource for women living with endometriosis.
Speakendo.com is a new campaign from AbbVie that may be a resource for women living with this painful condition. The TV spot shows a woman talking to her doctor while “other self” answers yes to some questions that women may be reluctant to say yes to.
The website provides some great resources, including stories from other women, the chance to sign-up for email to learn more and a handy quiz that patients can take to their doctor.
Obviously, when their product is completely approved by the FDA they will add a link to their website. Endometriosis happens when the lining of the uterus (womb) grows outside of the uterus. It may affect more than 11% of American women between 15 and 44 (or more than 6 ½ million women in the United States).
The challenge for AbbVie is going to be to ensure the product is priced right and that insurers cover the drug when compared to the other treatments on the market.
Originally published at worldofdtcmarketing.com on February 1, 2018.