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