Endo Pharmaceuticals’ Ads Bring Awareness to Penile Curvature | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Peyronie’s disease is a “prevalent” but under-diagnosed – and misunderstood – condition that causes curvature of the penis when a man is aroused.


Endo Pharmaceuticals is trying to straighten things out a bit – bringing awareness to the disease with a new ad campaign. It portrays bent beer and ketchup bottles to help represent similarly contorted equipment – showcasing Peyronie’s as an everyman’s disease.


And this “Ask About the Curve” awareness campaign is a clear means for Endo to broaden the market for its Peyronie’s disease drug, Xiaflex. Ads for the drug have similar messaging.


The campaign claims that 1 in 10 men globally could have the condition. While literature places the incidence rate around 1 to 3 percent of men, researchers estimate many more men have the disease, but many men are reticent to report their condition to a urologist.