The Saatchi & Saatchi Award for Launch Excellence

Summary of work

Hep C is a virus but it can be cured. However, many HCPs were not treating their patients early enough (or at all). Our strategy was to drive more emotion and patient consideration into the HCPs’ decision of how and when to treat. The objectives were to:

• Establish Incivo as the best treatment option, supported by clinical data that demonstrates cure rates of up to 84 per cent in some hep C patients
• Announce reduced treatment time of a more patient-friendly 24 weeks with Incivo-based treatment in certain patients
• Enable fast and broad access to the drug for the greatest number of patients
• Motivate physicians to treat earlier with patient-focused engagement.

At launch, the primary objective was to establish Incivo as the leading hep C treatment. Messaging, delivered alongside hard-to-dispute data, quickly delivered a compelling story.

Furthermore, with the micro-campaign ‘Urgency to Treat’, we addressed the barrier of physicians delaying treatment through the use of videos and materials demonstrating that treating earlier helps patients to get their lives back. The launch video was shown at a congress with 10,000 delegates.

Judges comments

This was a good campaign and the team did a great job raising awareness of Hepatitis C with healthcare professionals, focusing on emotion rather than clinical segmentation.