Bayer Health - Adalat

David Cousins

Adalat, an ageing pharmaceutical brand, was struggling to keep its head above water in the fiercely competitive category of hypertension (high blood pressure).
Agency: MedicusAuthor: David Cousins

Bayer Health – Adalat

Silver Award – Campaign for Established Product Brands

Special Prize – Best Use of Research

Agency: MedicusClient: Bayer HealthProduct: Adalat

SYNOPSIS

How do you stroke the ego of doctors without actually telling them how fabulous they are?

That was the challenge faced by Adalat if the ageing pharmaceutical brand was to keep its head above water in the fiercely competitive category of hypertension; or to those less medically orientated, high blood pressure.

Knowing the reluctance of GPs to reveal their behavioural motivations when treating hypertension, Medicus and...

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