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L-dopa is a miracle drug. It allows patients who are crippled by Parkinson's disease to regain normal movement. The key is making sure patients can get the drug when they need it, like first thing in the morning in bed, or while on the job.

Objective
Launch a new orally dissolving version of carbidopa-levodopa, the most widely-used drug for Parkinson's disease.

Elements
• Market Research
• Market Assessment Strategy
• Core Creative
• Launch Planning
• Pre-Launch Journal Ads
• Print Advertising
• Message Development
• Post Launch Market Research
• Collateral
• Premiums

Challenge
Product is therapeutically equivalent to low-cost generic drugs.

Big Idea
Show impact of orally dissolving drug on patient endpoints not reflected in clinical literature. Build patient profile library of different patients and treatment scenarios where the orally dissolving drug allows the patient to achieve a better therapeutic response.

Results
In less than one year since the PARCOPA Rx and NRx pharmaceuticals were launched, they are at 90% of those for Sinemet, the leading branded form of carbidopa-levodopa.

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