Allerganโ€™s new rosacea treatment Rhofade is getting on formulariesโ€”and that means more promotion is on the way.

On the drugmakerโ€™s second-quarter earnings call last week, commercial chief Bill Meury told investors that the company had begun advertising the product on Facebook and would โ€œover the next several quarters begin to ramp up other aspects of the consumer program.โ€

The timing is no coincidence. The therapy recently landed on CVS Caremarkโ€™s formulary, which โ€œgives you the ability to advertise more broadly,โ€ Allergan CEO Brent Saunders said.

โ€œI liken it back to my consumer days: You don’t run a lot of advertising until your product’s on the shelf, and that’s akin to having formulary coverage. So the team’s really focused on access, and they’re doing a great job. And as that continues to build, you’ll see us continue to ramp up promotion,โ€ Saunders said on the call.

For now, Rhofade, which won FDA approval in January, is off to a strong start, Meury said. More thanย 3,000 dermatologists in the U.S. have used it, and itโ€™s already surpassed Galderma competitor Mirvaso.

โ€œOur aim is to produce a multihundred-million-dollar dermatology product. That’s how we’re thinking about it, and so far it looks good, but it’s early,โ€ he told shareholders.