Pfizer Australia - Spotlight on cholesterol

High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition.

Pfizer Australia – Spotlight on cholesterol

Agency: Sudler & Hennessey, Sydney

How Pfizer went about persuading the Australian population that having a simple cholesterol test could help lower their risk of a serious cardiovascular event.

How do you get people who feel perfectly well, to go and see their doctor about a condition they don't know they have, and the consequences of which may not manifest themselves for many years?

This was the problem facing Lipitor, Australia and the world's leading cholesterol-lowering medication and already the dominant player in the cholesterol-lowering category

MARKET ANALYSIS

The Opportunity

High cholesterol affects up...

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