Raising Awareness
These two recent unbranded campaigns have proved to be effective in creating patient disease awareness. Here's a look at why
they work, and why you will remember them.
This unbranded, DTC campaign created by FCB for Eli Lilly reframes the discussion around depression—by showing that it is
an emotional and physical condition. It includes shots of depression sufferers with symptoms that affect themselves, and also
their families and friends. Other shots from the ad show a man wincing as he grabs his shoulder, a child helplessly watching
her mother, and a woman looking hopeless at the foot of her bed. It also directs consumers to
http://www.depressionhurts.com/, where they can learn more about the causes of depression and about Cymbalta (duloxetine), Lilly's antidepressant .
CLIENT: Eli Lilly
EVP, DIRECTOR CONSUMER HEALTHCARE: Mike Rutstein
ART DIRECTOR: Cynthia Rothbard
COPYWRITER: Amelia Rosner
LAUNCHED: Early 2006
MEDIUM: Television
"We've had a lot of success getting consumers to our unbranded disease-awareness sites by using search-engine marketing and
sponsoring key words," says Roberta Weinstein of Grey Healthcare. On
http://www.aboutheavyperiods.com/, women who suffer from endometrial ablation, or excessive menstrual bleeding, can learn more about their condition, and about
ways to change their diet or lifestyle to control the problem. Few visitors know the Web site is sponsored by Cytyc, a medical
device company that makes NovaSure, a procedure to treat endometrial ablation.
CREATED BY: Summit Grey
SPONSORED BY: Cytyc
LAUNCHED: December 2005
MEDIUM: Web
Jeannette Park is Pharmaceutical Executive's special projects editor. She can be reached at jpark@advanstar.com
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