Challenge

The current standard of care (oral PERTs [pancreatic enzyme replacement therapies]) cannot effectively hydrolyze fats for patients on enteral feeding with fat malabsorption so patients’ bodies, tissues, and cells remain nutritionally compromised. Many HCPs do not fully understand the devastating effects of fat malabsorption on their patients and their treatment of the patient’s primary disease, therefore deprioritizing it in their treatment approach.

RELiZORB mimics the function of pancreatic lipase and delivers absorbable fats within the patient’s GI tract—but HCPs often neglected to appreciate the importance of fat malabsorption and its consequences for patients on enteral feeding, and were deterred by the additional expense and perceived hassle.

Approach

The “Rejuvenated with RELiZORB” campaign was designed to educate HCPs about the devastating consequences of fat malabsorption and present RELiZORB as an efficient and effective solution. RELiZORB mimics the function of pancreatic lipase and delivers absorbable fats within the patient’s GI tract—a process expressed vividly and literally with provocative campaign creative.

An arresting imaged depicts the RELiZORB device connected directly to an enteral feeding tube that morphs into the body’s own digestive tract. Reinforced by top line messaging, the creative instantly conveys the implicit need and demonstrates the brand’s unique value proposition.

Unveiled at the 2017 North American Cystic Fibrosis Conference (NACFC), the relaunched multichannel campaign (including website refresh) compellingly positioned RELiZORB as the best solution available for patients with fat malabsorption who are on enteral feeding.

Results

Recently launched, the metrics aren’t yet in—but word of mouth feedback has been enthusiastic and very positive:

  • “I would respond to this [concept] a lot more. It is directly relating [the product] to the gut and it pulls my eye in more.” —Dietitian, Non-User
  • “This is straightforward. I would look at it right away. It’s pretty clear and I would pay attention to this... it tells you right away what it does.” —GI, Non-User
  • “[My takeaway] is that RELiZORB is assisting patients with feeding, and it helps with absorption of fat through the [intestinal] system.” —Dietitian, Non-User

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