Decades of overprescribing painkillers has caught up to America. In 2014, there were more than 47,000 opioid related deaths in the country. Statistics show that four out of five people on heroin started with a prescription medication. So when we were tasked with reaching out to patients to spread the word about a different opioid dependence treatment, we leapt at the chance.
We started in the field, riding with reps to speak with doctors, patients and people who needed help. Then we developed a voice and campaign strategy with custom photography and built messaging to drive awareness and action. We put the word out in social media, print, video, display and search. In the beginning, any idea was a good idea, because lives were on the line.
The goal was to get patients to download trial cards and find a doctor near them. We knew that in tissue terms, our competition was the Kleenex of dependence treatments, and we were trying to carve out space in a conquered market. We had to be contortionists, adapting our campaign over multiple test markets, each with unique demographics. We constantly adapted our message, A/B tested imagery and CTAs, and shifted budget across channels. Competing with Kleenex is nothing to sneeze at, and we’re proud that we helped thousands of people learn about a new treatment option and decide to take a chance on recovery.