The Challenge
This disease has a script. Get diagnosed. Slow down. Accept less. The category has been stuck in the same two messages for years. Either fight the disease, an identity many men do not relate to, or settle into a smaller version of life.
But for many men, a this disease’s diagnosis does not show up at the end of life. It shows up right when life is supposed to begin again. When they are ready to enjoy what they have built. When they finally have time for the things that matter.
It does not just threaten survival. It threatens the life they still plan to live.
The Insight
Status quo treatments often came with tradeoffs. Men could survive, but not always on their own terms.
So the real problem was not just time.
It was everything that time was meant for.
The Solution
S50 created a breakthrough DTC platform that reframed treatment as freedom, not compromise. Not a concession. Not a limitation. A way to keep showing up for life.
Strategic Platform:
You’ve Got Stuff to Do
Campaign Line:
Life Changes. What You Love Doesn’t Have To.
The Work
We brought the platform to life through a fully integrated campaign led by a :60 broadcast TV spot, with pull through across a refreshed website homepage, paid social, and a patient brochure.
Every touchpoint reinforced the same message.
You are not done. And your life does not have to shrink.
The Impact
Since launch, NUBEQA has delivered standout market and business performance, becoming the most requested ARPI and the number one most prescribed for new patient starts.
New patient starts increased by 29%, and the new campaign drove an 18% higher doctor visitation rate versus the previous NUBEQA campaign.
