Xeomin: Fight of a lifetime
The Work
Patients with lifelong movement disorders require long-term therapy and are often prescribed a treatment with additives. Over time, the body gets used to these unnecessary additives and the benefits of treatment diminish greatly. This is called waning efficacy, and it’s the biggest problem HCPs face in treating lifelong movement disorders.
The Work
In the fight against lifelong movement disorders,patients need a treatment that’s as resilient as they are.
The Opportunity
Over 40 million people in the United States suffer from movement disorders, and many of them are on lifelong treatment.Most available treatments come with additives that the body builds resistance to, leaving them with no choice but to wait years for their body to lose the immunity it has naturally built up.
XEOMIN doesn’t have unnecessary proteins, which means it will work even if the body has developed antibodies to another toxin, making it the ideal choice for long-term treatment.
The Idea
By reframing the physical manifestations of movement disorders as scenes of a personal fight, we highlight the fighter within.
Using photography and iconic fight positions, we created unique “fight” portraits for XEOMIN’s 6 indications that each showcase a different fighter engaged in a battle with their respective condition.
This imagery became a pivotal part of our 360 campaign; spanning across website, detail aids, digital pieces, and leave behinds.
In the fight against movement disorders, XEOMIN Goes the Distance.
The Outcome
The conversation around movement disorders has shifted as more patients embrace their inner fighter with XEOMIN. HCPs have a therapy they can count on and their patients have a partner who’ll never leave their corner. As a result, since 2022 we’ve [tripled] forecast.
There was a 50% uptake in sales following the launch of this category-breaking work.
