DDR on DTC: Novartis/Deutsch-NYC's Exelon Patch

Share this article:
Kudos to Novartis and their integrated advertising agency, Deutsch-NYC, for their illuminating and resource-packed DTC campaign in support of Exelon Patch! The latest innovation from the Novartis Neurological franchise, Exelon Patch, is a drug device designed to help slow the progression of Alzheimer's. The campaign that Deutsch and Novartis have crafted is both thoughtful and realistic in its approach to educating Alzheimer's caregivers about treatment.

The Deustch/Novartis team apparently conducted extensive research to understand the experience of Alzheimer's caregivers and determine how to effectively communicate with them. The result of this deep insight-mining is a campaign that truly speaks to the needs of caregivers, who, it seems, are mostly patients' daughters. The campaign uniquely empowers these caregivers to seek more information about Exelon Patch by offering more than just hope and empathy—real help and tools for coping. The brand uses a combination of GATV and DRTV along with print and online to drive these caregiver daughters to take action.

At the same time, by reflecting a "quiet place in the storm," the campaign offers the reassurance and support a caregiver seeks amidst the daily chaos of caring for an Alzheimer's patient. This calming tonality adds to the campaign's meaningfulness and allows it to break through much of the surrounding DTC noise. By using this approach, Novartis and Deutsch are demonstrating what great DTC advertising can and should do in the marketplace—show the sufferer that help is available, and that the first step is speaking with their HCP. Although this time, there's a twist—because as this campaign so gracefully illustrates: Caregivers are Alzheimer's sufferers, too.

Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. She can be contacted at: deborah.dick-rath@factortg.com
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.