Challenge
A leading pharmaceutical company set out to refresh its consumer advertising strategy for a well-established treatment for a chronic gastrointestinal condition.
The goal was to raise awareness among patients and attract new ones to the brand. By encouraging people to have informed conversations with their doctors about treatment options, the company hoped to increase the chances of this important medication being prescribed.
However, the brand’s initial campaign cast too wide a net, reaching many individuals with short-term issues like GI upset and diarrhea, rather than targeting the chronic sufferers the medication was meant for. This mismatch significantly reduced the campaign’s overall impact.