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

All case studies

More than 100 million Americans have high cholesterol, a major risk factor for heart disease.
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
Rigorous research and analytics-driven insights fueled creation, expanded the overall reach, and improved patient engagement
Analytics-driven everything: laser-targeted messaging, PR & events made this unbranded awareness campaign a huge success
Revamping a huge, iconic website can't be based on hunches or gut feelings – it needs to be driven by data-based content strategy and super-smart user experience (UX).
Redefining and amplifying awareness for how one emerging digital health company is transforming the patient experience for hospitals, health systems and medical groups.
A multichannel pharma campaign (including website refresh) driven to educate HCPs.
Combining a bit of philosophy and marketing math to create an evaluation model that delivered big social savings.
Cardinal Health Inventory Management Solutions’ ultimate goal was to control 25% of cath lab volume by the end of 2017
Right analytics + right creative = behavior-shaping ideas in this direct to consumer (DTC) pharma campaign. Agency: Twist Mktg
See how we helped assert market position through creative positioning and integrated campaign execution.
True integrated marketing, with the right blend of analytics, strategy, creative and engagement driving a total rebrand.
Influencer identification executed in real-time at an event with Marvel artists. Spoiler alert: we built share of voice like a superhero would (if we could hire them).
See the sweet surprise our analytics uncovered, which led to building and growing the fan base for Reese's Peanut Butter Cups across all of its social channels.
Live events are exciting, but without strategic, well-executed live amplification, ROI can be hard to find. See how we helped HP trend on Twitter and YouTube.
Online and offline are powerful together. We used online to drive offline positive ROI at 6,000+ store locations.
Analytics showed us relevant press to target, through which we got 6 million quality earned media impressions. See how...
Developing a new, multichannel campaign measurably drove patient requests and adherence to treatment.Agency: Sentient
Set a new brand record for Crystal Geyser's new tea, thanks to our influencer-based launch.
Promoting a blockbuster movie is a big deal, so our paid social campaign was A/B tested against Universal's current one. We slayed it.
Brought new values to life, both in the day-to-day and as durable internal artifacts. See the memorable result.
A deep competitive analysis helped Visa understand its upcoming opportunities and threats.