Agency: Medicus | Author: David Cousins |
Bayer Health – Adalat
Silver Award – Campaign for Established Product Brands
Special Prize – Best Use of Research
Agency: MedicusClient: Bayer HealthProduct: Adalat
SYNOPSIS
How do you stroke the ego of doctors without actually telling them how fabulous they are?
That was the challenge faced by Adalat if the ageing pharmaceutical brand was to keep its head above water in the fiercely competitive category of hypertension; or to those less medically orientated, high blood pressure.
Knowing the reluctance of GPs to reveal their behavioural motivations when treating hypertension, Medicus and...