Abbott: Simply Synthroid

The Agency Inside Harte-Hanks

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: United States
Date program started/ended: February 2009 - February 2010

Product Description: Synthroid is a prescription drug taken as a replacement for a hormone that is normally produced by your thyroid gland to regulate the body's energy and metabolism. Synthroid is given when the thyroid does not produce enough of this hormone on its own.

Advertiser/Client Name: Abbott
Media Channels: DirectMail

STRATEGY

Marketplace Challenge:

Synthroid is the number one branded Rx for Hypothyroidism holding 29% of the market share after generics entered the marketplace 4 years ago. While it has been in the marketplace for over 50 years and is well known among prescribers, approximately 70% of all scrips are not protected, meaning that pharmacies can substitute a generic.