Challenge
TUDORZA has been a COPD treatment favored by pulmonologists and PCPs for several years, but became somewhat forgotten due to portfolio management decisions. Circassia Pharmaceuticals recently acquired the brand, and partnered with W2O Group to help breathe new life into the treatment with a strikingly original new campaign.
The COPD treatment landscape is crowded with over 40+ products, the market leaders driving with expensive, high profile DTC broadcast media campaigns—creating incredible noise amid a sea of look-alike brands largely differentiated by their devices.
Approach
W2O Group partnered with Circassia and dove into market research to understand the landscape and audience, and the brand’s own clinical data to identify compelling positioning opportunities. Together, they realized that twice-a-day dosing—often thought to be a negative due to alleged compliance challenges—was an enormous brand advantage for COPD patients experiencing symptoms at night and especially during the morning when their once-a-day medications were wearing off.
With an approach reminiscent of the iconic Absolut Vodka campaign, the relaunch of TUDORZA cleverly anthropomorphizes the device in scenes relatable to the target audience: Pulmonologists and PCPs treating mild-to-less severe COPD patients. The miniaturized, insightful, tongue-in-cheek situations clearly depict key brand benefits: with 2 doses a day, you can clear your patient’s airways, “TUNIGHT + TUMORROW”—enabling them to stay more active into the evening, and awaken refreshed to start another active day.
Results
Release of journal ads, sales collateral, and other tactics has just begun. But word-of-mouth feedback has been enthusiastic and very positive, including:
- “LOVE IT! Clearly tells me that taking another dose of TUDORZA sustains the benefit for patients throughout the night and day.”
- “Twice-daily dosing controls symptoms night and day.” - HCP feedback
- “The new campaign helps me quickly and easily tell the story of the second peak and has been incredible tool to combat the dual and triple therapy.” - Sales force feedback
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