‘Say no more’ to yeast infections: Scynexis rolls out new Brexafemme marketing — and rallying cry
Scynexis is rolling out a new campaign for its Brexafemme yeast infection treatment, but the effort is more than just advertising.
As CEO Marco Taglietti said in wrapping his prepared comments during an earnings call on Thursday, “Let me finish with our new rallying cry — yeast infection, say no more.”
Christine CoyneThat headline — written as “Yeast infection? Say no more” — appears on Scynexis’ recently launched ad campaign to healthcare providers and will begin rolling out to consumers later this month.
Chief commercial officer Christine Coyne explained the rallying cry is meant for patients “who have been suffering from yeast infections and trying the same thing.” The same things mean over-the-counter treatments and long-approved oral Pfizer’s fluconazole.
The digital and social media campaign includes changes to Scynexis’ initial Brexafemme promotional material language “to be more powerful and more robust,” Coyne said. “Our new patient materials are much more about empowerment which resonates with our target audiences.”
Nkechi AzieThe “Say No More” debut campaign with healthcare providers in April uses “relatable and iconic imagery paired with new data and messaging” to drive home that same message to doctors. The campaign included a media tour and coverage on 25 radio and TV stations last week with two Brexafemme spokespeople, Scynexis’ clinical development leader Nkechi Azie and women’s health advocate Barbara Dehn, a nurse practitioner better known as Nurse Barb. The media tour drove viewers and listeners to www.YourVHealth.com which redirects to Brexafemme’s home page.
Scynexis is partnering with Amplity Health contract commercial organization for a dedicated Brexafemme sales team of 70 reps.
The new campaign comes on the heels of Brexafemme’s fall launch — after FDA approval in June — and first full quarter sales of less than $1 million reported on Thursday. Total revenue was $687,000 with Scynexis reporting about 4,000 prescriptions for the three-month period.
But Scynexis remains confident in Brexafemme and expanding indications for the drug also known by its generic ibrexafungerp. An FDA submission to treat recurrent vulvovaginal candidiasis is planned for the second half with approval expected later by the end of 2022. Taglietti said it expects a first hospital indication nod as an oral step-down therapy for invasive candidiasis by the end of 2024.
“With exclusivity protection until 2035, ibrexafungerp is expected to become a significant, long-lasting antifungal franchise with potential combined peak sales of $700M to $800M,” according to a Scynexis presentation slide, with that total including both community and hospital indications.
Overall, Scynexis reported a $5.5 million loss for the quarter. It remains positive on its cash flows as well, reporting a cash balance of $95.2 million at the end of March, boosted by an additional $45 million public offering in May, and predicting a cash runway into the first quarter of 2024.
Brexafemme is the first and only oral and non-azole treatment for vaginal yeast infections — also known as vulvovaginal candidiasis — and is priced at a premium to older treatment options. Pfizer’s oral Diflucan, approved in 1990, is now generic fluconazole with many equivalents now on the market. The generic is priced around $10 according to GoodRx, while a four-tablet treatment of Brexafemme is $475.
