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This campaign helped define a whole category of patients who experience episodic anxiety or panic attacks and can benefit from an orally dissolving anxiolytic they can take discreetly without water, wherever they are.

Objective
Get physicians who prescribe generic alprazolam to prescribe NIRAVAM instead.

Elements
• Marketing assessment
• Strategy
• Print advertising
• Sales aid and selling materials
• Web site and web strategy
• Patient roundtables and outreach program
• In-office patient education materials
• Physician roundtables and white papers

Big Idea
Use highly stylized illustration to show the enormity of a panic or anxiety event when it strikes a patient, and establish these events as serious medical conditions requiring immediate treatment best provided by an orally dissolving medication.

Results
After six months, NIRAVAM is already outselling the previous market leader among orally dissolving benzodiazepines, and both unit sales and market share continue to grow

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84 State Street, Suite 660 | Boston, MA 02109 | (617) 482-8228