A campaign against pain

The campaign to introduce a new painkiller for Pfizer had poetry at its heart. The tight international reins only challenged us to think creatively.

From a global campaign concept to a successful Danish launch

Getting through to doctors is becoming increasingly difficult for pharmaceutical companies, and at Brandhouse we meet many marketing executives who are becoming more and more frustrated by the number of rules and restrictions they have to learn and observe. These can take the form of a slew of requirements from the authorities, but also strict demands from parent companies for international harmonization. However, as the launch of the painkiller Lyrica® exemplifies, it is possible to successfully adapt an international campaign to the Danish market – through a distinctive, carefully prepared campaign process.

We divided the process into three steps:

Step 1: An archetype workshop, in which we established Lyrica's® brand 'personality' and developed a branding vision. You can read more about archetypes as communication tools here.
Step 2: Development of strategy and messages, and preparation of timing and action plans.
Step 3: Development of the creative concept and a targeted marketing and communication package that adapted the international guidelines to the Danish market.

Elements

Lyrica® treats neurogenic pain and its related symptoms. Two of these are sleeplessness and depression. We called this the 'pain triad', and introduced the concept to the doctors. As a visual aid, we made much of the material triangular.

As another visual aid, we used a so-called wave machine to remind doctors of the bubbling, seething, boiling nature of neurogenic pain – a visualization that runs through all the campaign elements.