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Punching Above the Spend: Smart Creative & Media Integration Powered Tarsus’ First Big Launch. Tarsus Pharmaceuticals, Inc.’s Chief Commercial Officer, Aziz Mottiwala, and the team from Moon Rabbit share how they combined an intimate customer approach, a blend of personalized engagement and unconventional creative, and precision-targeted media planning to successfully launch Tarsus' first commercial product, XDEMVY. Aziz Mottiwala on choosing a partner for Tarsus Pharmaceuticals, Inc.'s first big launch: "We came to the realization that Moon Rabbit would be a great partner. They brought a lot of great things in, and the last piece that was really important to us was the ability to disrupt. You have to change the status quo, change beliefs and behaviors of the medical community. It’s not easy to do, you're really trying to create a category of something that didn't exist before. I mean, the disease was there, but certainly the treatment wasn't. So, the ability to manage the money, to leverage real firsthand insights and disrupt. This playbook was really important." Aziz Mottiwala, CCO, Tarsus Pharmaceuticals, Inc. John Tenaglia, managing partner, Moon Rabbit Aimee Turner, head of media strategy and analytics, Moon Rabbit #MMMTransform