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While their brand was already a blockbuster in the pulmonary market, these co-promotion partners felt the drug wasn’t reaching its true potential.

Early on it had profited from focusing on a high science story, but now physicians were tuning out. By giving patients the starring role in the story, we were able to augment the science with a more emotional enquiry based on the impact the condition was having on their everyday lives.

This encouraged Physicians to dig deeper to determine their patients’ true level of control, driving the kind of reappraisal required to accelerate growth.