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ZYFLO CR is the twice-daily formulation of zileuton, a drug for asthma that had in its original formulation experienced minimal success in the market. We were to launch the extended-release formulation into this same market 10 years after the initial launch.

Campaign Objectives
Drive trial and adoption by new prescribers who may be reluctant to try ZYFLO CR based on second-or-third-hand experience with the original formulation, and drive prescribing depth among the small group of drug loyalists.

Big Idea
Put the emphasis on the uncontrolled patients, not the level of asthma severity, since the challenge in asthma has less to do with the severity of the disease than with the patient’s ability to control his or her symptoms.

Campaign Elements
• Core sales aid
• MOA flashcard
• Treatment guidelines flashcard
• Booth graphics
• Sample closet display
• Patient education brochure

Results
Prescriptions for ZYFLO CR took off at launch and continue to grow each week. Our client reports that net sales are tracking with forecast and the sales reps report that the imagery and information are intriguing to physicians and, thus, extremely memorable.

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