Forteo Launch

Adam Weiss

Campaign details

Brand owner: Eli Lilly KK
Brand: Forteo
Agency: McCann Health Communications/McCann Worldgroup
Country: Japan
Channels used: Direct marketing, Email marketing, Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - business, trade, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Sales promotion, Sponsorship - event or property
Media budget: Over 20 million

Executive summary

In the world of pharmaceutical advertising, and especially in the Japanese market, clients tend to be conservative and risk-averse. The launch of Forteo is the story of breaking out of that mould with daring strategic thinking, leading to unprecedented levels of sales (50% higher than targets during the launch year).

Forteo is a drug for osteoporosis. It works better than any of its competitors. But it has a massive drawback: unlike its competitors, which are in pill form, Forteo is self-injectable. We conducted in-depth research to determine the best target prescribers, and further research into patient behaviours to determine the optimal messages and programme offerings. By reaching the doctor with the right messages and strong creative, reaching through the doctor to the patient with an empowering array of materials, and even reaching through the patient to her influencers, we achieved results far beyond even the most optimistic imaginings of our client.

Market background and business objectives