Pradaxa DTC campaign goes the white coat route

Share this article:
Boehringer Ingelheim is launching its Pradaxa DTC campaign with a first wave of white-coated doctors talking up the blood thinner for atrial fibrillation.
The TV ad, which debuted during the Kentucky Derby, opens on South Miami cardiologist Dr. Yale Samole saying “Finally, there's a choice for my patients with an irregular heartbeat called atrial fibrillation, or AFib, that's not caused by a heart valve problem.”
The tagline: “Pradaxa is progress.”
“The insight we had when we talked to patients and caregivers was that they wanted to know what their physicians think of this new medication, when you've had a lack of innovation for 50 years,” said Wa'el Hashad, VP marketing for cardiovascular and metabolic disorders at Boehringer Ingelheim. “So, we decided that the first wave of consumer advertising would be around how physicians think about this new innovative medicine.”
Future advertising will stress that the drug offers 35% greater reduction in risk of stroke over warfarin, the older drug, said Hashad.
The company ran an unbranded campaign, dubbed “Heart-head connection,” from September to April, with the aim of raising awareness of how clots that form in the heart can travel to the brain and cause stroke, driving viewers to AFibStroke.com. Boehringer has also created FacingAFib.com, which features actress Susan Lucci and her husband Helmut, who was diagnosed with AFib in 1999.
The campaign, which also includes newspaper and magazine ads, targets an older audience, mainly 65 and up, and TV spots will play heavily during network news broadcasts and other slots reaching older viewers, while magazine ads will appear in Good Housekeeping and Country Living Magazine.
Grey handled creative on the campaign, and Chamberlain Healthcare PR is handling public relations on the brand.
The twice-daily oral drug, which doesn't require anticoagulation monitoring like warfarin, won FDA approval for prevention of stroke in patients with AFib in October, becoming the first new drug in its class in a half-century.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

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.