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

MicroMass Communications

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date 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

STRATEGY

Marketplace Challenge: