Gilead: Beyond HIV

This case study discusses a campaign from Gilead, a pharmaceuticals company, to help increase the market share of a new HIV treatment in Australia.

Gilead: Beyond HIV

Agency: Ward6

Advertiser: Gilead

Authors: David Cousins and Stuart Black

Total Campaign Expenditure: Under $500K

Executive Summary

What is extraordinary about the ATRIPLA campaign cannot be defined in the language of the past. Like much of the breakthrough digital work today, the content and technological innovation of the platform was as important as the core idea.

The question facing the client was, having made solid inroads into the HIV market from the launch of their new product, how could they convince doctors who had not changed their prescribing behaviour up until this point,...

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