HCB Health Binosto Campaign

Launching a desired solution in osteoporosis

We gave patients an option designed just for them.

According to a survey by the National Osteoporosis Foundation, almost half of women dislike swallowing pills. While that’s not good news for physicians, it’s exactly the reason Mission Pharmacal was launching Binosto® (alendronate sodium) — a powerful osteoporosis therapy in an easy-to-take effervescent solution (think Alka-Seltzer®). The client needed help launching this new brand into a category dominated by generics.

The effervescent solution offered a clear benefit for women who dislike swallowing pills — but getting physicians to recognize the problem and prescribe a more expensive branded therapy was a challenge.

We developed a campaign that connected the brand’s key differentiator with its benefit: a healthier patient. The launch campaign showcased a world made of effervescent bubbles, showing how Binosto® truly supports a woman’s health and quality of life. The campaign, an integrated mix of digital and traditional tactics, featured targeted programs aimed at regions with high prescribers of osteoporosis therapies.

The Binosto® campaign began to change the physician-patient conversation about osteoporosis therapy. Physicians began identifying patients who may have difficulty with pills, and they began looking at the reasons behind noncompliance differently. The integrated campaign targeting Florida “snowbirds” grew sales by 48 percent during the promotional period.