Over a decade into selling Korlym to treat endogenous hypercortisolism, also known as Cushing syndrome, Corcept Therapeutics is launching its first-ever direct-to-consumer campaign raising awareness of the condition and screening options.
Korlym became the first drug approved by the FDA to treat Cushing syndrome in 2012. It wasn’t until recently, however, that researchers discovered that hypercortisolism, previously believed to be a very rare disease, may actually be fairly common among people with metabolic diseases—making now the right time to boost awareness, according to Sean Maduck, Corcept’s president of endocrinology.
In an email interview with Fierce Pharma Marketing, Maduck pointed to a study the company presented earlier this year showing that nearly a quarter of people with difficult-to-treat Type 2 diabetes could have Cushing syndrome—which may in fact be an underlying cause of their diabetes—with an even higher risk among those with cardiovascular disease, too.
Meanwhile, Maduck also highlighted previous study findings that “patients with hypercortisolism also face significantly higher morbidity and mortality due to metabolic and cardiovascular complications.”
“With this emerging research and through this new campaign, Corcept is focused on increasing the awareness of endogenous hypercortisolism and decreasing the time patients may languish without a proper diagnosis,” he said. “We know the sooner patients are screened, diagnosed and treated, the better their clinical outcomes.”
The newly launched “Cortisol in Control” campaign therefore provides information about the condition itself, as well as available testing options.
The campaign centers around a 45-second TV commercial that’s initially airing on Tubi and WB before spreading to other connected TV channels next year, per Maduck. It stars a felted doll named Lisa whose daily life is impeded by hypercortisolism, represented by marionette strings tied to her arms and legs. Throughout the ad, Lisa is shown examining her persistently high blood sugar numbers, watching her prescriptions pile up and being held back from enjoying a pizza dinner with her friends.
Throughout the imagery, a voiceover explains, “If you can’t figure out what’s behind your high blood sugar no matter what you do or how many medications you try, excess cortisol could be the reason why. When your body has too much cortisol for too long and it goes unnoticed, that can keep your blood sugar high and leave cortisol in control. It can even cause other things like high blood pressure and unexplained weight gain.”
The ad ends by explaining that a simple blood test can determine “if cortisol has been the problem all along” and urging viewers to talk to their doctors about screening and to visit the campaign website for more information.
The TV spot was inspired by Corcept’s interactions with Cushing syndrome patients over the past decade, many of whom undergo an “arduous journey” before finally receiving a diagnosis, Maduck said.
“We know that many individuals can feel frustrated and are seeking information. The Cortisol in Control campaign is designed to authentically validate these people’s lived experiences and help them find the right information,” he said. “We care about the patient experience, and the Cortisol in Control campaign strives to reach, educate and empower people who may be feeling frustrated—in a unique way that captures their attention.”
The Cortisol in Control website features several resources for the campaign’s intended audience: “people who are living with difficult-to-control Type 2 diabetes who may have undiagnosed endogenous hypercortisolism,” according to Maduck.
In addition to background information about Cushing syndrome, its symptoms and how a blood test can help spot the condition, the site offers an “excess cortisol checklist” and a provider locator tool to match up patients with nearby doctors who have experience working with hypercortisolism.
Overall, Maduck said, the campaign “aims to be a go-to source for patients to learn about the importance of hypercortisolism screening and to be a resource for engaging in informed discussions with their healthcare providers.”
He added, “This will enable physicians and patients to collaborate in more effective screening and diagnosis of endogenous hypercortisolism.”