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HCB Health Zaroxolyn® Campaign

Revamping a pigeonholed brand

We reexamined research data to help an aging product become relevant again.

Summary
Zaroxolyn®, a diuretic used in the treatment of congestive heart failure, had been on the market for 25 years and was in dire need of a brand refresh.

Challenge
Physicians typically prescribed Zaroxolyn® only after the leading generic diuretic, furosemide, had failed. Doctors — and even its own sales force — had positioned the drug as a last resort.

Solution
After discovering in the brand’s clinical data that Zaroxolyn® provided added efficacy when taken with furosemide, we created the “Companion Therapy” campaign to change the way physicians prescribed the drug — from third-line monotherapy to adjunct therapy. Through journal advertising, sales force collateral and direct response tactics, we boosted the drug’s prescription rate.

Result
The campaign was an instant hit with physicians. Six months after the campaign’s introduction, sales exceeded forecast by 20%.