Nexium “See What Can Happen”

This article is about elevating a prescription drug to the elusive status of “preferred brand” for doctors.

Nexium “See What Can Happen”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

September 2007–May 2008

Start of Advertising/Communication Effort:

September 2007

Base Period for Comparison:

September 2006–May 2007

a) Introduction:

“The deepest principle in human nature is the craving to be appreciated.”

                    William James (Psychologist and Philosopher, 1842–1910)

This case is about elevating a prescription drug to the elusive status of “preferred brand” for doctors. Before your eyes glaze over, rest assured that the approach we took was far from the traditional. Proton Pump Inhibitors (PPIs) work by preventing the release of stomach acid from parietal cells in the stomach,...

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