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Harvard Health Ad Watch: New drug, old song, clever tagline
Diseases & Conditions
Perhaps you’ve seen this ad about a drug for thyroid eye disease. If so, you may be wondering what thyroid eye disease is — and why the woman in the ad is wearing five pairs of sunglasses at once. Read on for answers.
The thyroid gland is a small, butterfly-shaped organ at the front of the neck. It releases thyroid hormone, which helps control many functions in the body. If it releases too much thyroid hormone (hyperthyroidism) or too little (hypothyroidism), bothersome and sometimes serious symptoms may develop, including changes in muscle strength, bowel function, and heart function.
An overactive thyroid gland can cause thyroid eye disease, prompting swelling and inflammation in tissues surrounding the eyes. The condition causes bulging eyes, a dry, gritty sensation in the eyes, tearing, pressure or pain behind the eyes, and blurring or double vision.
As many as half a million people in the US have thyroid eye disease. It affects up to half of people with Graves’ disease, an autoimmune illness marked by an overactive thyroid.
The ad opens with a woman wearing large, dark sunglasses, identified as a real patient named Jeanne. “With thyroid eye disease,” she explains, “I was always wearing sunglasses to hide my bulging eyes. I wore them just about everywhere.”
She removes her sunglasses to reveal that she’s wearing another pair underneath. In fact, she’s wearing three pairs of sunglasses and later will be wearing five!
As the music turns upbeat, she continues: “But then my doctor recommended Tepezza, a prescription medicine for thyroid eye disease, and I didn’t have to hide so much.”
A drawing of a bulging eye morphing into a more normal eye accompanies her next words: “In a clinical study, more than eight out of 10 patients taking Tepezza had less eye bulging. And nearly seven out of 10 saw improvements in double vision.”
You know what comes next: a fast-talking voiceover warning of possible side effects. For Tepezza, these include:
As the commercial winds down, Jeanne is back, removing her fifth consecutive pair of sunglasses to reveal normal-appearing eyes. “I look more like my old self again. Now I wear sunglasses because I want to.”
“Ask your doctor if Tepezza is right for you,” the narrator advises before suggesting a visit to the website for before and after pictures of Jeanne. I checked; they’re impressive.
The ad accurately describes
If thyroid eye disease is mild, moisturizing eye drops, eye shades or patches, or dark sunglasses may be sufficient.
If thyroid eye disease is moderate to severe, options include:
Small studies, like the one cited in the ad, may not detect all side effects, especially rare ones.
Last, but certainly not least: Tepezza is expensive. The price for a year of treatment can be $300,000 or more — and insurance coverage varies.
I still don’t know why the woman in the ad wears multiple pairs of sunglasses at the same time. Maybe it’s to emphasize how serious she is about hiding her eyes. Or maybe it’s just a way to grab our attention. Direct-to-consumer drug marketing strategies can be even more mysterious than the illnesses they hope to treat.
If you’re concerned you may have thyroid disease or thyroid eye disease, talk to your doctor. A costly new drug may be an option for some people, but it pays to learn about all options. Academic medical centers, the NIH, or a medical society are more likely to give you reliable and balanced information than a drug ad.
Robert H. Shmerling, MD, Senior Faculty Editor, Harvard Health Publishing; Editorial Advisory Board Member, Harvard Health Publishing
As a service to our readers, Harvard Health Publishing provides access to our library of archived content. Please note the date of last review or update on all articles.
No content on this site, regardless of date, should ever be used as a substitute for direct medical advice from your doctor or other qualified clinician.
New urine test may help some men with elevated PSA avoid biopsy
Dupuytren’s contracture of the hand
Why play? Early games build bonds and brain
Moving from couch to 5K
How — and why — to fit more fiber and fermented food into your meals
Tick season is expanding: Protect yourself against Lyme disease
What? Another medical form to fill out?
How do trees and green spaces enhance our health?
A muscle-building obsession in boys: What to know and do
Harvard Health Ad Watch: New drug, old song, clever tagline
Diseases & Conditions
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