PFIZER MIGRAINE UNBRANDED AND BRANDED
We were tasked with creating an Unbranded campaign for Pfizer’s blockbuster migraine drug NURTEC (called VYDURA outside of the US), that would set the stage for a Branded campaign to launch globally.
Migraine is a notoriously tricky disease, as migraine attacks are never the same twice, and the treatment that might work for one may not work again. We used this insight about complexity to create the Decision Tree, which captures the true experience people who suffer from migraine have to deal with—an endless barrage of choices they need to make each time migraine strikes.
Complexity also happened to be the perfect problem setup that would pay off VYDURA/NURTEC and highlight its simplicity.
UNBRANDED PATIENT SOCIAL
UNBRANDED HCP
BRANDED HCP
Once we set up the idea that migraine was complex, we offered the simple solution of VYDURA as the only medication that could treat and prevent migraine, making it the perfect thing to prescribe for every patient. The fact that it’s a dissolving tablet also helps tell the simplicity story (no water required, suitable for patients suffering from nausea), and gave us a nice way to showcase what it’s all about—the right migraine solution for every patient.
CONGRESS VIDEOS
We were lucky enough to have a Coffee Bar at our Congress booth, with two large screens above. As HCPs waited for coffee, they were the perfect captive audience to read through both patient profiles and patient quotes that drove home our message of simplicity and VYDURA’s potential to help all of their migraine patients.