Introducing a new product into the market is always a challenge. In this case we were tasked with penetrating a well-established and highly habitual prescribing pathway. Our task was to create a unique and impactful brand campaign to generate excitement and awareness around the product.
Visually communicating the time-saving properties of the product in emergency settings was thought to be the key to engaging HCPs. A striking brand identity was developed that has since become synonymous with the brand and its main benefits.
Pre-launch, 25% of HCPs had some knowledge of Penthrox. By July 2016, brand awareness increased by over 300%, showing the overwhelming success of the campaign. The campaign was also nominated for a Pharmaceutical Marketing Award.