Healthcare - Rx - Consumer/DTC
Efforts for prescription required drugs that are directed to patients and/or consumers. Note: Entrants must detail any regulatory challenges that impacted the effort.
SPIRIVA "Elephant" Campaign
How do you convince suffering, yet sometimes dejected COPD (Chronic Obstructive Pulmonary Disease) patients to seek treatment and support from their doctor? Through extensive research, the SPIRIVA team realized that we needed to speak to patients in an empathetic voice that recognized the burden of the disease for these individuals. The Elephant Campaign taps into the psychological and physiological burden of COPD. The elephant represents the problem (breathing with COPD), and SPIRIVA represents a solution. Patients took notice, with tracking measures and all important sales increasing.
Client: Boehringer Ingelheim
Agency: Draftfcb Healthcare
Juvederm Injectable gel entered the highly competitive wrinkle relief marketplace with a very specific goal in mind: Tell people how Juvederm can help them regain the younger, refreshed look that they are used to seeing in the mirror. With four new DTC competitive brands scheduled to launch right on the heels of Juvederm, the brand had only one year to make a strong, differentiating impact with consumers. We needed a high-impact, highly-educational and highly consumer-friendly communications program if we had any chance of succeeding in capturing market share. And most critically, we needed to teach women to speak the language of fillers so they could identify their needs to physicians.
Client: Allergan, Inc.
Your Dreams Miss You
This brand, the first innovation in sleep medicines in nearly 35 years, launched in a highly competitive environment. The goal was to seed the idea that if sleep sufferers want help with insomnia, something new was available. The breakthrough idea was not about how people missed their dreams but rather how their dreams missed them. By using traditional and emerging media, Rozerem engaged people in places where they might experience stress and losing sleep. Reaction was immediate and positive, with an increase in traffic to rozerem.com and in new perscriptions.
Client: Takeda Pharmaceuticals North America, Inc.