Dave Marek, Myovant Sciences CEO

My­ovant, Pfiz­er de­but first brand­ed cam­paign for prostate can­cer med Or­govyx

My­ovant and Pfiz­er are point­ing up the fact that prostate can­cer treat­ment Or­govyx is a pill in the first di­rect-to-con­sumer cam­paign for the brand.

The ad­ver­tis­ing pulls the mid­dle syl­la­ble from the brand name, en­cour­ag­ing peo­ple to “GO with the facts” and talk to a doc­tor about the oral an­dro­gen de­pri­va­tion ther­a­py (ADT). Re­al pa­tients and care­givers are fea­tured on the brand web­site, which al­so in­cludes a link to an Or­govyx re­source called “The MAN­u­al.” That plat­form, launched last year, is meant to help pa­tients when start­ing on the drug and in­cludes a track­ing app, ed­u­ca­tion­al ma­te­r­i­al and prostate can­cer sup­port com­mu­ni­ty con­nec­tions.

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