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AstraZeneca launches Nexium YouTube channel

New AZPurpleZone channel aimed at US patients with acid reflux disease offers symptom-relief advice and product savings
Nexium YouTube offer

AstraZeneca (AZ) has launched a YouTube channel for its drug Nexium (esomeprazole magnesium) entitled AZPurpleZone, which aims to engage with US patients with acid reflux disease – also known as gastroesophageal reflux disease (GERD).

The condition is one of the most common chronic conditions in the US today, and risk factors include obesity, smoking and diabetes.

Ken Graham, commercial business leader, GI, AstraZeneca, explained the reasons behind the launch of the YouTube channel for the product.

"The majority of patients today use social media to source health and wellness information," he said.

"With more than one billion unique users visiting YouTube each month, the Nexium YouTube channel puts everything from background on GERD to information on cost savings for Nexium at patients' fingertips."

The AZPurpleZone channel includes:

  • 'Burning thoughts' on controlling GERD symptoms: lifestyle or dietary changes that can go a long way in providing relief. New 'burning thoughts' will be posted to the channel each week.
  • Videos on acid reflux disease and Nexium as a treatment option: informative visual content that provides background on the role of stomach acid in digesting food and how Nexium works by inhibiting proton pumps in the stomach. A second video overviews important safety information and indications for Nexium.
  • Relief is at hand 'shareable' badge: a social way for patients to share information about Nexium with their friends and family via Facebook and Twitter.

In August 2012 Pfizer entered into an agreement with AZ for the OTC rights for Nexium whereby Pfizer acquired exclusive global rights to market the product for the approved OTC indications in the US, Europe and the rest of the world.

In principle, the AZPurpleZone channel offer entitles patients in the US who purchase a 30-day or more supply to a $50 saving if they are paying the first $18 and their insurers $18 or more. The offer currently expires December 31, 2014. Patents on the prescription drug expire in 2014.

According to statistics published by Right Diagnosis, prevalence of the condition is particularly high in the US (North America) at 8,809,662. The UK is said to have 1,808,121 people with the condition.

Read Dominic Tyer's comment on AstraZeneca's YouTube channel for Nexium in the Digital Intelligence Blog


17th July 2013

From: Marketing



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