INVOKANA:
More than my condition
Build brand awareness and increase customer engagement through an insight from the shared experience of people living with diabetes. Diabetes is what they have, not who they are.
Scope of work
- Direct to Consumer Campaign
- Digital
- Broadcast TV
- Website
- OOH
Facing intense competition in the type 2 diabetes category, Janssen Canada wanted to drive awareness of their prescription treatment, INVOKANA, with consumers. The goal was to make “INVOKANA” a memorable household name so patients would be more likely to remember it and ultimately ask their doctors for it. And market research with the HCP audience told us that they’re more likely to prescribe a specific brand if the patient asks for it.
With the regulatory environment as it is in Canada, we had to do that while telling them absolutely nothing about the condition it treats, with a campaign that breaks through not just the healthcare category clutter, but breaks through all the clutter… period!
A key insight behind the campaign was that so much of what this audience gets is messaging focused on the limitations of living with diabetes. “Diabetics” are “people with diabetes”… people who don’t want to be defined by their condition. Diabetes is something they have, it’s not who they are.
Our idea was to make the people and their passions the focus, NOT their diabetes. And we sought out talent and situations to represent their diversity and individuality. To further emphasize this point, we created an original song that served as a rallying cry for our target audience, a track that is potentially the first earworm in Canadian Pharma marketing!
The campaign came to life across multiple channels and drove a significant spike, 86,302% in website traffic from pre-campaign levels (seriously!). Organic traffic jumped 12,390% and we saw an increase in Google search and brand awareness.
