A top 50 pharma company had a problem. They were launching a new narcolepsy drug that was, in almost all aspects, an old drug. The difference (reduced sodium content) wasn’t what most people would consider a game changer.
But to people with comorbidities, like high blood pressure, and the risks that come with them, the new drug wasn’t just a game changer.
It was a life saver.
And that was the message they needed to portray to the healthcare providers. Because no one wants a floppy launch.
So we worked on the why.
Why this matters.
Why something so small is actually huge.
And why it’s worth the switch.
Then we worked on the site architecture, created and optimized the copy to make an new old drug feel like something to get excited about all over again, and added a new patient support program — and named it.
The results?
More prescribers on board. And more patients who are feeling rested and staying awake — without adding to their cardiovascular disease risk.