The campaigN
Personifying an Omnipresent Danger
The risk of relapse is a dangerous and persistent challenge for people living with schizophrenia. Each relapse causes further loss of brain tissue and cognitive decline. Noncompliance with oral medications is a leading factor for these devastating effects, yet less than 15% of atypical antipsychotics are prescribed in long-acting injectable (LAI) formulations. While the schizophrenia LAI market is crowded, it’s full of campaigns casting patients living with schizophrenia as the problem—not the disease, its risks, and its consequences. So, we chose to be different. We created a branded campaign that contextualized the omnipresent threat of schizophrenia relapse and the potential of a new LAI formulation, delivered in a meaningful, caring way. By recontextualizing the risk schizophrenia patients live with and the issues HCPs who treat them contend with, we’re helping them Escape the Spiral.
We worked with HCPs, patients, and caregivers to curate insights and address the risk of relapse and its origins in nonadherence all thoughtfully and authentically. This approach was informed by feedback from HCPs and research learnings that painted a cyclical picture of medication failures and subsequent relapse.
The Escape the Spiral campaign crystallizes the patient’s omnipresent struggle and focuses HCPs on addressing the risk of relapse with a different kind of LAI. The spiral represents the risk of impending relapse as well as the potential devastation to a vulnerable patient—literally following him and eventually enveloping him in an episode. But once the patient escapes that spiral with a treatment that can prevent relapse and maintain stability, we see him living, working, and connecting socially in ways previously unimagined.
ESCAPE THE SPIRAL
PRINT SALES MATERIAL
Building a Brand Story at Multiple Touchpoints
Our professional print materials leveraged the Escape the Spiral campaign to inform, activate, and convert users while leveraging campaign elements.
A key facet of our print campaign was the development of versatile materials able to target different stakeholders at various touchpoints of the prescribing journey. We can meet HCPs where they are and help them get their patients where they never thought possible—escaping the spiral to regain the things that mean most to them, things they may have feared were already lost.
Core Visual Aid (CVA)
The objective of this CVA was to serve as the core marketing piece for the launch and initial promotion of UZEDY. It leverages our campaign concept, Escape the Spiral, to contextualize for HCPs the ever-present risk of relapse and its dangers to their patients living with schizophrenia. The CVA combines functional descriptions of the product’s efficacy and safety profile with distinguishing design and copy elements to highlight the core features, benefits, and differentiators of attributes like injection mechanics, user satisfaction data, dosing, and pharmacokinetics. In addition, we included a robust suite of imagery that brings both the brand and patient story to life.
Journal Ad
This journal ad functions as a streamlined version of our CVA, detailing specific product benefits and promotional messaging to an HCP audience in a leave-behind or self-guided scenario. The ad features imagery and iconography central to our branded concept with critical content presented in the most efficient way possible.
Patient Profiles
Since the schizophrenia treatment landscape includes a wide array of patients, identifying and contextualizing those types that HCPs may see is a critical factor. As such, we synthesized demographic, diagnostic, social, and clinical factors to develop patient profiles and aid HCPs in their diagnosing and prescribing journeys. We infused these profiles with elements of our branded campaign to both orient HCPs in the promotional landscape and cast a level of urgency on the idea of identifying appropriate patients for treatment with UZEDY.
ESCAPE THE SPIRAL
HCP DIGITAL MATERIALS
We strove to infuse digital materials with a mix of hard sales and informational content along with softer, interactive assets like patient profiles, administration videos, and more. By including digital assets with multiple entry points and tones, our goal was to target multiple stakeholders at various touchpoints of the treatment journey—from private practice to community health centers and hospital settings.
Our portfolio of robust digital assets isn’t just a digitized version of print assets but a purposeful collection of interactive content that supplements print assets to surround HCPs with a hopeful, authentic message.
Professional Website
UZEDYhcp.com is a combination of traditional promotional content and evolved assets that give HCPs both an introduction and the opportunity to dive deeper. Data from a key HCP/patient satisfaction survey is leveraged strategically throughout the site to support various promotional messages. Practical tools like treatment/injection site locators, dosing and administration videos, and hospital inpatient free trial programs are also highlighted. Execution of our branded concept, Escape the Spiral, runs throughout the site, providing valuable connective tissue and reinforcing key promotional messaging.
Digital Detail Aid
Interactive Visual Aid (IVA)
This IVA combines the commercial utility of a CVA with the robust content offerings of a professional website while adding interactive elements. It all adds up to a holistic tool the brand can use to both educate and promote the full capabilities of UZEDY. The IVA was designed and executed in a way to maximize maneuverability for guided users and optimize the pull-through of the branded campaign concept, Escape the Spiral. In addition, users can share interactive elements such as patient profiles, dosing and administration guides/videos, and satisfaction survey data with HCPs. The interactive nature allows for customization, enabling users to tailor the experience to the preference, pace, or appetite of their current audience.
CAMPAIGN CASE FILM
