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.
Tell Me Something I Dont Know
In order for Irritable Bowel Syndrome with Constipation (IBS-C) and Chronic Idiopathic Constipation (CIC) sufferers to engage with a new treatment option, the brand knew it needed to show them a different way to a different result. LINZESS put this into practice by using a stop motion technique that was never before used within the pharma space.
Agency: FCB Health
Getting this ONE done
Prevnar 13, a vaccine for pneumococcal pneumonia, needed to create a brand that mattered in a brand-less category to consumers who didnt think they were at risk for pneumococcal pneumonia. Instead of telling adults they were wrong for not vaccinating, we leaned into preventative steps they were already taking and told them to get this ONE vaccine done. Since launch, 54% more adults feel personally at risk and about half recognize the Prevnar name. When Prevnar 13 is administered, 1 in 4 are because patients ask for it by name!
Brand: Prevnar 13
Client: Pfizer Inc.
Agency: Y&R New York
GILENYA HEY MS, Take This! Campaign
When you're the first oral medication for Multiple Sclerosis, it just sells itself, right? Not so fast. We had to overcome the status quo of fearful people with MS and their passive treatment decision-making process within an increasingly crowded MS-treatment landscape. The solution was to tap the passion, frustration, and optimistic patients themselves. Giving them an unprecedented platform for them to open up, share, reflect, support, and shout helped change entrenched behaviors. HEY MS, TAKE THIS! broke other barriers: GILENYA requests jumped 66% from the prior year.
Client: Novartis Pharmaceuticals Corporation
Agency: FCB Health