Astellas Pharma launched its first national TV commercial for Veozah, the company’s oral, nonhormonal compound for treating menopause-related symptoms, Monday morning.

The Fewer Hot Flashes, More Not Flashes consumer omnichannel marketing campaign features a minute-long TV spot set to “Good Feeling” by Flo Rida. 

The ad highlights the effectiveness of Veozah for treating severe vasomotor symptoms (VMS), which is the medical definition for hot flashes and night sweats associated with menopause. It’s estimated that more than 1 million women, usually those between the ages of 45 and 55, experience menopause each year.

The subjects of the ad are women in midlife going through regular day-to-day situations that are interrupted by VMS. The commercial reminds consumers that Veozah is an approved treatment option available at pharmacies nationwide.

In addition to the commercial, Astellas is running a multi-platform paid social media program on TikTok and Pinterest as well as launching a patient experience program dubbed, “Via Veozah,” to support women on their hot flash journey. More educational content will be uploaded on the Veozah website as well.

2023 has been the year of Veozah as Astellas has achieved regulatory and advertising success with the drug.

The Fewer Hot Flashes, More Not Flashes campaign rollout comes less than five months after the Food and Drug Administration approved the nonhormonal neurokinin 3 receptor antagonist to treat menopause-related symptoms.

The FDA greenlit the drug based on the results of three Phase III trials which indicated the efficacy and safety of the drug in treating moderate to severe VMS. 

Additionally, the Japanese drugmaker bought a 30-second spot during Super Bowl LVII that featured actress Carmella Riley asking women on the street about VMS and their experiences with menopause. The What’s VMS? ad was produced by creative agency Saatchi & Saatchi Wellness and Publicis Health Media partnered as the project’s media agency. 

At the time, Veozah wasn’t approved by the FDA, so the campaign’s website included educational materials about living with VMS, a short questionnaire for consumers about menopause symptoms and resources for treatment.

Beyond its work in the menopause field, Astellas has also been an active player in the M&A market.

This year alone, the company bought New Jersey-based biotech Iveric Bio for nearly $6 billion and scooped up San Diego-based biotech Cullgen for nearly $2 billion.