CLIENT
Novartis Pharmaceuticals Corporation
Margie Stelwagon, Product Manager
Mark Iwicki, VP- CV Franchise
Tom McCourt, Dir.- GI Mktg.
David Ennis, Associate Dir.
Misty Nail, Associate Dir.- eMktg.
AGENCY
Carole Bass, VP- Account Dir.
Liz Kane, VP- Account Planner
Adam Levine, EVP- Brand Dir.
David Levin, VP- Account Dir.
Michael DePirro, SVP- Group Creative Dir.
Liza Garrone, SVP- Group Creative Dir.
SUMMARY
Zelnorm's first direct-to-consumer campaign for IBS-C successfully established the brand and overcame many consumer treatment barriers. DTC campaign objectives were to drive IBS-C sufferers into physicians offices to request Zelnorm, generate above-norm awareness of Zelnorm among sufferers and educate about Zelnorm's unique mechanism of action. The results surpassed all projections: 390,000 new patient prescriptions; total prescriptions increased 90%; new prescriptions increased 64%; brand and advertising awareness both 50 above norms and 71% of IBS-C sufferers believe Zelnorm works at the source to fix the problem.
