Merck: The A.I.R. Program - Singulair

Merck & Co., Inc., in marketing its asthma controller medication Singulair, needed to counter the fact that most people stopped taking their asthma medication after a few months because they felt better and, when necessary, used an inhaler for temporary relief.

Merck: The A.I.R. Program - Singulair

MicroMass Communications

ENTRY INFORMATION

Category: Pharmaceutical/HealthcareCountry where program ran: USADate program started/ended: Ongoing from October 2007

Product Description: Singulair® is an asthma controller medication. The A.I.R. Program is Singulair's behavioral science-based DM campaign for patients and caregivers; it teaches the importance of continuing to take Singulair as prescribed. We designed the program to counter the fact that most patients stop taking their asthma controllers after a few months.

Advertiser/Client Name: Merck & Co., Inc.Media Channels: Direct Mail Email Website: www.theairprogram.com

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