LET’S
TALK
SEX
And become the #1 prescribed medicine for women suffering from hypoactive sexual desire disorder (HSDD)
Inspired experiences require inspired teams
Challenge
AMAG Pharmaceuticals is a small, US-based pharma company that was set to launch Vyleesi, a treatment prescribed for women experiencing Hypoactive Sexual Desire Disorder (HSDD).
The largest challenge: Physicians didn’t see HSDD as a “condition” but more as a state of mind.
Unlike some other female sexual dysfunctions, HSDD doesn’t manifest physically. There are no observable outer signs to diagnose, and there is no associated lab work to use as a diagnostic tool. Therefore, this condition has often been considered a psychological issue. AMAG engaged Avant Healthcare to help educate HCPs on the HSDD condition and to build an awareness program around it.
Solution
With limited funds and time, Avant Healthcare developed and built out a targeted launch plan for Vyleesi to emphatically change the narrative with the HCP population segmentation of PCPs, OB/GYNs, and NP/PAs, with the new narrative being, “HSDD is a real medical condition that I can diagnose and treat.”
Avant Healthcare developed a video series for HCPs narrated by known female TLs about “having the talk” with your physician and the importance of understanding that HSDD is a real problem that can be treated.
Results
The Vyleesi program successfully launched on schedule and on budget with the “Having the Talk” TL video series serving as the cornerstone and driver for the launch campaign.
The video series received multiple awards, including the “PM360 PharmaChoice Award.”