We helped doctors see the value of a life-changing drug.
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at a glance
What we did: Successfully launched a difficult drug into a difficult category
Market research showed that Sabril®, an effective therapy for severe forms of epilepsy that was indicated for use only after a patient had failed previous therapies, needed help modifying its perception in the market before it launched.
Sabril® came with a risk of a vision-related side effect which made it a challenging brand to promote, from both a regulatory and physician acceptance standpoint.
We made the launch, which included print, web, sales collateral and a related risk evaluation and mitigation strategy (REMS) program, about finding the right patient for Sabril®. The Which Patient Will Sabril® Fit campaign brought real patient and physician stories to life rather than making grand claims about product benefits. The effort helped prescribing physicians see the dramatic difference the drug could make for the right patient.
The Sabril® launch far exceeded expectations for its infantile spasms indication and surpassed forecasts for its refractory complex partial seizure indication.