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 to 50% of the adult population in Australia

As many as 1 in 2 Australian's over the age of 25 have elevated cholesterol.1 Of that group only 40% are actively taking medication to manage their cholesterol.