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Neupro is indicated in Parkinson’s disease and is in clinical trials for use in Restless Legs Syndrome (RLS). We won the Neupro Parkinson’s and RLS business and, in preparing for the launch in Parkinson’s, worked on setting strategies and laying the foundation that would give the client a smooth transition to the RLS launch a few years later.

Campaign Objectives
Our objective was to develop a single global brand for the use of Neupro in Parkinson’s disease that can be shared by all local affiliates with minimal country-to-country differences.

Big Idea
Effective Parkinson’s therapy is about maintaining or restoring functionality, and the sign of success is the hand of the patient at work. As such, we used the paintbrush stroke to communicate the idea of functionality across languages and cultures. The stylized painted patch artwork, when applied to a patient image, reminds the viewer that the patch is at work even though it can’t be seen.

Campaign Elements
• Global brand book and image library
• Journal advertising
• Core sales aid
• Trade show booth and booth graphics
• Direct mail
• Titration kit
• Patient education materials

Results
Prescriptions for Neupro exploded at launch and grew weekly, as physicians and patients had been eagerly anticipating “the patch.” Prescriptions continue week-over-week growth outside the US after a manufacturing issue temporarily sidelined the drug in the US.

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