Janssen Pharmaceuticals and DiD Agency

Breaking the Cycle of Oral Prescribing Habits in Schizophrenia 

Schizophrenia is devastating. And while daily oral medications work, they are often not taken as prescribed, furthering the risk of relapse. Yet clinicians typically wait a decade before prescribing Invega Sustenna, a one-month injectable. By portraying the loss that comes from relapse, the effort had a strong message: “Don’t wait until there’s nothing left to lose.” And it helped solidify the brand’s No. 1 standing in its category.