Amag Pharmaceuticals and Imre Health

Vyleesi’s Market-Shaping Consumer Launch

Low sexual desire troubles 10% of premenopausal women, but many don’t know it’s a medical condition. Vyleesi, the first treatment that can be used as needed, had to quickly bridge understanding of the condition and establish brand awareness. With its Ghosted by Desire campaign, Amag translated the complex clinical definition into just three words. And it made the condition intuitive, memorable and part of a cultural moment. 

Sponsor: Vue Health