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Vraylar
Precarious-Providing Balance to Bipolar I Patients
RAN IN: United States
CLIENT
Allergan
William Kane, Sr. VP Marketing, US General Medicine
Cindy Schwarz, Executive Director, Psychiatry
Nicole Wright, Associate Director, Psychiatry
Michelle Ragone, Product Manager, Psychiatry
AGENCY
Healthwork (powered by BBDO & CDMi) *Lead Agency
William Kane, Sr. VP Marketing, US General Medicine
Cindy Schwarz, Executive Director, Psychiatry
Nicole Wright, Associate Director, Psychiatry
Michelle Ragone, Product Manager, Psychiatry
Willie Earley, Associate VP, Clinical Development CNS
Amy Toscano, Director, Regulatory Affairs, Advertising Promotion
SUMMARY
Bipolar I disorder, and in particular the manic aspect of the disease, is a rare, misunderstood, and stigmatized condition for both doctors and patients. Vraylar, a new atypical antipsychotic medication, wanted to change this. By bringing visibility to bipolar mania through credible situations and the right visual cues, Vraylar helped change the conversation around mania, making it okay for doctors and patients to talk about. As a result of the campaign, prescriptions and sales growth outpaced competitive category norms, positioning Vraylar as a trusted brand for patients and doctors.
CASE VIDEO
Audience: Patients diagnosed with Bipolar I disorder
Objectives: Increase awareness
Type: Business to Consumer
Language: English
