Neurocrine Biosciences’ new TV spot for Ingrezza (valbenazine), “Flowing Stories,” highlights the lived experiences of patients experiencing tardive dyskinesia (TD).
Tardive dyskinesia, often caused by long-term use of certain antipsychotic medications, is a movement disorder characterized by repetitive, involuntary movements that can affect the face, torso and extremities. These symptoms can significantly impact social interactions and quality of life, making visibility and understanding critical components of care.
The ad opens with a voiceover that explains a situation some patients experience while taking antipsychotics: “Your mental health is better, but having uncontrollable body movements, called TD, can feel embarrassing.”
This is accompanied by clips of people working in different jobs, from delivering produce to customer service, battling involuntary movement issues that can make daily work challenging.
The TV spot then showcases the same individuals with improvements after taking Ingrezza and regaining confidence as a result.
The ad also highlights key clinical findings, noting that Ingrezza has demonstrated more than a tenfold reduction in TD movements, with many patients experiencing improvement as early as two weeks.
Ingrezza is a once-daily VMAT2 inhibitor used to treat involuntary movement disorders like tardive dyskinesia by reducing abnormal dopamine signaling in the brain. It was first approved by the FDA in 2017, becoming the first drug specifically indicated for adults with the condition.
“Flowing Stories” positions Ingrezza not just as a therapy, but as part of a broader narrative about visibility, dignity and self-expression for people living with tardive dyskinesia, an approach that aligns with the growing emphasis on patient-centered storytelling in life sciences marketing.
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Ingrezza generated approximately $2.7 billion to $2.8 billion in net product sales in 2025, reflecting about 9% year-over-year growth for Neurocrine Biosciences.
Neurocrine recently shared data from a real-world head-to-head claims analysis, which found that patients with tardive dyskinesia treated with Ingrezza were more likely to stay on therapy and less likely to switch medications compared to those on Teva’s Austedo XR (deutetrabenazine) over a six-month period.
The study, which analyzed nearly 3,000 matched patients, showed higher treatment persistence with Ingrezza emerging early and remaining consistent, suggesting more durable use in real-world settings. Austedo was also approved in 2014.
The tardive dyskinesia treatment market has grown rapidly over the past decade, driven by increased diagnosis rates and the availability of targeted therapies like Ingrezza and Austedo. Today, the market is largely dominated by these two VMAT2 inhibitors, with Ingrezza holding the leading share and Austedo (including its extended-release version, XR) serving as the main competitor.
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