Here’s something you don’t see every day: new drugs advertised on ESPN. Especially one you apply to your armpits.
Actual Axiron logo: Crash-test dummy with rainbow B.O.?
Source: Eli Lilly
Enter Axiron, Lilly’s new therapy for hypogonadism (decreased hormone production from the testes), a whopping dose of male sex hormone testosterone – 60 mg, compared to the normal 5-10 mg produced in the body – delivered in a convenient deodorant applicator. Lilly’s product capitalizes on its unique delivery system, but it’s actually a “me-too”: AndroGel (Unimed, Abbott) has been on the market since 2000.
Now, I don’t usually glean my drug info from sports networks, but I understand the angle – recall that Bears coaching legend Mike Ditka used to shill for Levitra. I also adore the way modern-day marketing really lasers the lingo at the target audience. Look at that brand name: AXIRON (short for ‘axillary application?’) Split down the middle, the words “Ax” and “Iron” appear, both of which imply manliness, hard work, and toughness. Allow me to suggest a few more, for when the next underarm drug rolls out:
Hammersmash | T-Power | Fueltron | Steamroller | Blasterol
Although hypogonadism appears in the official prescribing information, there’s a huge market for off-label use. Sex hormones are big business; a brief YouTube search suggests that Axiron finds applications for decreased sex drive and female-to-male transgender therapy. My favorite find? Muscle Ch3mistry (NSFW!), an online message board where bodybuilders inquire whether anyone has used Axiron as “male enhancement,” for working out, no doubt.
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Wow, funny story about this drug! I’m pretty sure I sat next to someone on a plane to an ACS meeting dealing with it. She had a bunch of paperwork about AndroGel (for some reason the name stuck with me) and was presumably working on how to differentiate this product from that one. Small world…