Crestor: The Vein Guy
Casey Grant and Adam Weiss
Campaign details
Brand owner: AstraZenecaBrand: CrestorCountry: JapanIndustry DTC prescription productsChannels used: Mobile and appsMedia budget: Up to 500k
Executive summary
This case study describes how 'The Vein Guy' was a smartphone application conceived, developed and launched in Japan by pharmaceutical company AstraZeneca, in support of its cholesterol-lowering drug, Crestor. Its objective was to promote adherence and to encourage people to take their medication on an ongoing basis, as per their doctor's recommendation.
Pharmaceutical manufacturers have been trying to solve the...