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...