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SOVALDI
HCV Treatment Transformed

RAN IN: United States

CLIENT
Gilead Sciences

Patrick Lamy, Sr. Director, Commercial Planning, Liver Disease Therapeutic Area
Jack Gomm, Director, Commercial Planning
Jason Levine, Sr. Director, US HCV Marketing

AGENCY
CAHG *Lead Agency

Jamie Pfaff, SVP, Executive Creative Director
Enrique Heredia, SVP, Director of Creativity + Innovation
Kristen Gengaro, SVP, Director of Client Strategy & Development
Garth Anderson, VP, Group Planning Director, Customer Insight
Timothy Holland, VP, Acct. Director
Mark Cardoza, VP, Creative Director
Robert Livolsi, VP, Associate Creative Director


BLACKLIST


SUMMARY

Hepatitis C (HCV) treatment had a bad reputation for side effects and low cure rates, but SOVALDI had the opportunity to completely transform the entire category. We set out to change the behavior of doctors from one of watching and waiting to treating and curing with a campaign that turned the launch of SOVALDI into an historic moment. We used a multi-channel approach, from an iPad app to traditional journal ads. The results were record-breaking and the effect was a complete transformation of the treatment of HCV.

CASE VIDEO


Hero Medium: Mobile/Tablet

Audience: office-based hepatologists, gastroenterologists, internists, and infectious disease specialists

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English