Astellas Pharma shifts into DTC mode with new Izervay campaign focused on geographic atrophy

A little more than a year after Astellas Pharma won Food and Drug Administration (FDA) approval for geographic atrophy (GA) drug Izervay, it’s kicking off its first direct-to-consumer (DTC) campaign for the treatment.

Izervay is a prescription eye injection that addresses the later stage of age-related macular degeneration (AMD), defined by a gradual loss of retinal tissue and vision.

The campaign centers around a 60-second TV commercial that features an older woman driving a convertible, stopping to grab a shake and waving at an ophthalmologist as she zooms by. The ad highlights Izervay’s potential to help slow the progression of AMD and prevent GA, extending people’s ability to see clearly as they age.

“If you’re living with dry AMD, you may be at risk of developing geographic atrophy or GA,” the narrator states. “GA can be unpredictable and progress rapidly, leading to irreversible vision loss. Now there’s something you can do to slow it down.”

“So shift your gears and get going,” the narrator adds at the end. “Don’t delay — ask your doctor about Izervay.”

Astellas said it’s targeting patients who may be at risk of developing GA — up to some 1.5 million people in the U.S. Currently, Izervay is one of only two GA drugs that have been approved by the FDA; Apellis Pharmaceuticals’ Syfovre was approved in February 2023, just a few months before Izervay.

The campaign will also entail a rollout across digital, radio and social media platforms, including Instagram and Facebook.

Izervay came under Astellas’ wing last year when it picked up Iveric Bio in a $5.9 billion acquisition. At the time, Astellas noted the move would help bolster its blindness and regeneration pipeline.

Iveric Bio rolled out a GA-focused campaign last year that featured Modern Family actor Eric Stonestreet discussing his personal connection to the eye condition.

In February, Astellas also launched a 60-second TV ad for its menopause drug Veozah that ran right before the Super Bowl’s kickoff, marking its second consecutive year with a spot during the Super Bowl Sunday broadcast.