
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?
- Deep understanding of the customer, their needs and concerns, and their stories through customer research and interpretation.
- Identifying the emotional and functional benefits of the patch to the target customers and caregivers.
- Working with the clinical and regulatory team to identify the most meaningful claims.
- 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.
- Leveraging this simple idea in an integrated way across media and the entire treatment pathway.
Elegant Prescription:



Metrics and Results:
- Excellent quantitative copy testing:
- Top Quartile Recall, Reach-ability
- 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.