Ranexa "Speak From the Heart" Integrated Campaign
Ranexa, an anti-anginal drug, was launched in 2006. But by 2015, sales had fallen flat: a once-promising clinical study showed that Ranexa was on par with beta-blockers, but without delivering the potential life-saving benefits. Gillead Sciences needed a way to invigorate demand.
Our solution was to help both physicians and patients recognize the burden of chronic angina, with the goal of facilitating a conversation. Previously, many physicians and patients seemed resigned to the fact that angina was just something that would have to be tolerated following a cardiac event– we created a campaign dramatizing the burden of angina and then guide a fruitful conversation.
Do I think every element in this campaign is an award winner? Err, no. (Although, truth be told, after all the work I did on Latino Health Solutions, I'm a firm believer in the power of a fotonovela.) But I think the strategy is innovative, and when we got down to the tactical level, we developed resources that could be leveraged throughout the campaign, to achieve more synergy and save the client money.
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