Challenge
Naloxone was being launched as a branded product in a complex generic market, at a time of unprecedented public health awareness and heightened collaborative efforts to solve the growing opioid epidemic in the United States.
The client believed that branded naloxone could be an important part of the broader solution and span the continuum of care around addiction. There was national public demand for an affordable and accessible naloxone formulation that everyday Americans can easily use to prevent accidental opioid overdose deaths. Branded naloxone wanted to be that solution.
Solution
A launch campaign that captures the life-saving utility of the product – telegraphing the primary benefits of portability and ease of use – while telling an emotional story that would resonate with a wide group of targets.
Outcome
Within 2 years of launch:
- 100% of states included branded naloxone in their "standing orders"
- +106% increase in the number of annual naloxone prescriptions
- >70% branded naloxone accounted for more than 70% of all naloxone Rx