Infestation by Demodex

In 2023, Tarsus nabbed an FDA approval for Xdemvy, a drug that treats a common but little-known eyelid inflammation disease known as Demodex blepharitis. How do you market a drug for a disease that will make most people squirm? Well, Tarsus isn’t shying away from the topic and is going all out on its new campaign aimed at a condition caused by a skin crawling culprit. Last summer, Tarsus nabbed an FDA approval for Xdemvy, a drug that treats a common but little-known eyelid inflammation disease known as Demodex blepharitis, which causes eyelid margin inflammation, redness and irritation. The condition is caused by an infestation of Demodex mites, and Tarsus reckons it impacts as many as 25 million Americans. There have been no specific treatments for the condition, with tea tree oil and lid wipes the most used tools. Last May, several months before it got a green light for the med, Tarsus ran what is becoming a typically frank approach with an educational campaign called “Don’t Freak Out. Get Checked Out,” which sought to get patients who may have Demodex blepharitis to visit their eye doctor for an eyelid check. The central tenet of that campaign—to not be freaked out—came amid Tarsus saying patients with Demodex blepharitis commonly worry about the appearance of the disease, which can cause red and crusty-looking eyelids. Now, with an approval in hand, Tarsus’ freshly branded initiative looks to “break up the Mite Party,” according to a release. This campaign is “designed to elevate consumer awareness of Demodex blepharitis through relatable messaging and compelling visuals to encourage patients who may have Demodex blepharitis to seek out an eye care provider for screening,” the biotech said. The campaign rolled out digitally on the Xdemvy Facebook page (@xdemvyrx) as well as being featured on its official product site at xdemvy.com. The website includes a “Find a Doctor” tool, an interactive quiz and real before-and-after results of patients treated with Xdemvy. “We are committed to increasing Demodex blepharitis education and awareness so that patients more effectively understand their disease and are motivated to seek treatment,” said Aziz Mottiwala, chief commercial Oofficer of Tarsus, in the release. “The memorable visuals and differentiated messaging in the ‘Mite Party’ campaign are designed to resonate with patients in a meaningful and action-oriented way. We look forward to advancing this novel campaign with the goal of helping as many patients with Demodex blepharitis as possible.”

No one wants mites, and certainly not a group of them on their eyelids. That’s the idea behind Tarsus Pharmaceuticals’ first consumer ad campaign for Xdemvy, which is approved to treat demodex blepharitis, a disease caused by an overpopulation of demodex mites on the eyelids. The lids can appear red, irritated and with white collars around the eyelashes. In the new animated video ad, demodex mites are portrayed as characters holding a party in a close-up of an infected eyelid. The mites hold candles and balloons and blow party horns when a wave of Xdemvy solution floods the scene. The characters are “memorable visuals” meant to help spur potential patients to get checked with an eyecare professional, chief commercial officer Aziz Mottiwala said in a press release .

IRVINE, Calif., March 05, 2024 (GLOBE NEWSWIRE) -- Tarsus Pharmaceuticals, Inc. (NASDAQ: TARS), whose mission is to focus on unmet needs and apply proven science and new technology to revolutionize treatment for patients, starting with eye care, today announced that Tarsus will participate in the following conferences: Guggenheim Healthy Altitudes Summit (Telluride, CO) Bobak Azamian, M.D., Ph.D., Chief Executive Officer and Chairman, will participate in a fireside chat on Wednesday, March 13, 2024, at 6:30 a.m. PT / 9:30 a.m. ET Barclays Global Healthcare Conference (Miami, FL) Jeff Farrow, Chief Financial Officer and Chief Strategy Officer, and Sesha Neervannan, Chief Operating Officer, will participate in a fireside chat on Tuesday, March 12, 2024, at 12:05 p.m. PT / 3:05 p.m. ET Jefferies Biotech on the Bay Summit (Miami, FL) Jeff Farrow, Chief Financial Officer and Chief Strategy Officer, and Sesha Neervannan, Chief Operating Officer, will participate in one-on-one meetings on Wednesday, March 13, 2024 All dates and times listed above are subject to change. Please check the Tarsus website for the latest information. A live webcast of the fireside chats will be available on the events section of the Tarsus website. The replay will be available within 48 hours and will be archived for a limited time. About Tarsus Pharmaceuticals, Inc.Tarsus Pharmaceuticals, Inc. applies proven science and new technology to revolutionize treatment for patients, starting with eye care. Tarsus is advancing its pipeline to address several diseases with high unmet need across a range of therapeutic categories, including eye care, dermatology, and infectious disease prevention. XDEMVY (lotilaner ophthalmic solution) 0.25% is FDA approved in the United States for the treatment of Demodex blepharitis. Tarsus is also developing TP-03 as an investigational therapy for the treatment of Meibomian Gland Disease, TP-04 for the treatment of rosacea and TP-05 as an oral tablet for the prevention of Lyme disease, all of which are in Phase 2. Contacts:Media Contact:Adrienne KempSr. Director, Corporate Communications(949) 922-0801AKemp@tarsusrx.com Investor Contact:David NakasoneHead of Investor Relations(949) 620-3223DNakasone@tarsusrx.com