GlaxoSmithKline launched new TV spots last month for Lovaza, a prescription omega-3 fish oil capsule indicated for the lowering of very high triglyceride levels.
TV spots, as well as the consumer print and online ads that debuted in January, emphasize the drug's natural ingredient: “Lovaza—the prescription that starts in the sea.”
On television, a white-coated physician handles beakers in a lab surrounded by a gigantic wall-sized aquarium.
Bernadette King, a GSK spokesperson, said the campaign targets “people at higher risk,” such as Type 2 diabetics, people with high blood pressure, high cholesterol, and the overweight. “There's a big potential to educate consumers on very high triglycerides,” she said.
King hastened to add that Lovaza is not indicated for the prevention of cardiovascular events. The campaign is geared toward reducing very high triglyceride levels and building awareness around the disease, she said. “We hope it will promote patient-doctor dialogues, which should be the focus of any DTC campaign,” said King.
McCann HumanCare created the DTC work for Lovaza, and imc2 worked on digital and online elements, said King.
Online content at Lovaza.com includes patient testimonials and a “Put Lovaza to the Test” game for visitors. A coupon on the website offers $20 off 12 refills of the drug, which costs around $160 for a month supply, according to Consumer Reports.
Approved in 2004 and originally named Omacor, Lovaza (omega-3-acid ethyl esters) is indicated as an adjunct to diet to reduce triglyceride levels in patients with severe hypertriglyceridemia. The GSK product is the only prescription fish oil on the market, but must compete with a host of OTC nutritional supplements that are on the market.