It’s the 21st century, and female sexual desire is still a stigmatized health issue. About 1 in 10 women in the U.S. has hypoactive sexual desire disorder (HSDD). But no one was talking about it.
Launched by AMAG Pharmaceuticals in partnership with imre Health, Vyleesi is the first and only FDA-approved as-needed treatment for premenopausal women with HSDD. To drive condition awareness and reach women where they were online, imre Health led the Vyleesi brand team with a digital-first, consumer-centric integrated campaign that redefined pharma standards.
Combating the shame associated with HSDD isn’t easy. But imre Health embraced pop culture elements to create a brand that was bold, unapologetic, and talked to patients as people first. By using conversational language, the brand campaign, #GHOSTEDbyDesire, gave women the validation to seek help from their doctors with Vyleesi.
And once they received Vyleesi, the packaging maintained the brand experience. A sophisticated design inspired by luxurious beauty products, Vyleesi’s look and feel was able to help reinforce its importance and fit within women’s lives.
Now, Vyleesi is helping to finally destigmatize female sexual health, once and for all.
Robert Marbury, Creative Director
Cara Peckens, VP, User Experience & Technology
Christina Pandolfi, Associate Creative Director
Robin Sacawa, Senior Program Director
Shadi Ray Jahelka, Designer
Liz Hess, Strategy Manager
Blake Schiller, Executive Director, Vyleesi Marketing
Molly Martin, Director, Consumer Marketing, Vyleesi
Silvio Silva, Senior Product Manager, Vyleesi Consumer Marketing