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March 08, 2024
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‘Mite Party’ campaign designed to educate consumers about Demodex blepharitis

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Key takeaways:

  • The “Mite Party” campaign is designed to raise awareness about Demodex blepharitis.
  • Tarsus launched the campaign with a live event on the Xdemvy Facebook page.

Tarsus Pharmaceuticals has launched a campaign for Xdemvy to raise consumer awareness about Demodex blepharitis, according to a press release.

The “Mite Party” campaign, which includes cartoon representations of Demodex mites having a party on the eyelids, is intended to help patients identify Demodex infestation and encourage them to seek medical help.

Close up eye
Tarsus Pharmaceuticals has launched a campaign for Xdemvy to raise consumer awareness about Demodex blepharitis, according to a press release.
Image: Adobe Stock

Aziz Mottiwala, chief commercial officer of Tarsus, told Healio that patients want to understand and be educated about their condition.

Aziz Mottiwala
Aziz Mottiwala

“This is especially true for Demodex blepharitis patients — many of whom have suffered for years with redness, irritation and eyelid crustiness without knowing what the root cause of their disease is or how to treat it,” he said. “We interviewed and talked to hundreds of patients who told us that they wanted to know more about the mites causing their disease without being scared or grossed out. This led us to the development of a ‘mite-forward’ campaign with visuals that were fun and approachable.”

Mottiwala said the campaign balances education with a relatable message and visuals designed to push back against any potential stigma that could be associated with the disease.

The campaign launched with a live event on the Xdemvy (lotilaner ophthalmic solution 0.25%) Facebook page and included appearances by medical professionals and patients with Demodex blepharitis.

Demodex blepharitis is a serious eyelid disease and one that patients are frustrated about,” Mottiwala said. “Furthermore, patients cannot see what is happening at the base of their eyelids. We know that patients want to know about the mites causing their disease, and we’ve created a memorable campaign that does this in a consumer-friendly fashion.”