The Challenge:
How do you launch a new brand with a new dosage form into a predominately pill market? How do you get maximum impact against the target and synergies across media tactics? How do you do all this with one year to launch?

1. Deep understanding of the customer, their needs and concerns, and their stories through customer research and interpretation.
2. Identifying the emotional and functional benefits of the patch to the target customers and caregivers.
3. Working with the clinical and regulatory team to identify the most meaningful claims.
4. Identifying a bold creative idea that is own-able and that the brand can rally around; one that ideally can transcend consumer advertising alone, and can help position the brand across all tactics and customers alike.
5. Leveraging this simple idea in an integrated way across media and the entire treatment pathway.

Elegant Prescription:

Metrics and Results:

• Excellent quantitative copy testing:

1. Top Quartile Recall, Reach-ability
2. Exceptional Persuasion vs. Control

• Key communication idea translated across consumer advertising, web, and relationship marketing tactics, including retention program for new Daytrana users called STICK “Strategies To Improve Coping for Kids and families”
• Post launch, “Stick It to ADHD” translated to Physician detail aids and communications.
  
  

The Challenge:
How to assess a current DTC program? Identify leaky buckets?  Improve ROI? What is the role of the physician in driving brand growth and how should scarce brand resources be deployed?

1. Rigorous audit of current DTC strategy and tactics across the entire treatment pathway, including awareness, conversion and retention identified meaningful insights and potential leaky buckets to plug.
2. New segmentation and customer research identified the highest priority targets, messages and consumer strategies. 
3. Positioning and creative brief modified to reflect learning; new DTC branded DRTV ad developed.
4. Web conversion and retention tactics designed and modified to leverage and improve ROI.

Elegant Prescription:

Metrics and Results: 

• New Vaniqa DRTV campaign achieved 50% improvement in CPL metric.
• Website improvements and new packaging and promotional tactics in place to help improve web communications and consumer action.