Zelnorm: “Tummies”

Brand Name: Zelnorm
Product Type or Description: Prescription Medication for IBS with Constipation
Category for this Entry: Health Aids/Prescription Products
Campaign Title: “Tummies”
Agency: Deutsch, Inc.
Client: Novartis Pharmaceuticals Corporation

MARKETING CHALLENGE

How can you convince sufferers to seek treatment with a new drug if they don't understand the problem it can solve?

This was one of the key consumer challenges faced by Novartis in establishing prescription Zelnorm. Irritable Bowel Syndrome with Constipation is a digestive condition, with significantly greater prevalence in women. Extensive qualitative research revealed that most sufferers find the hallmark symptoms, abdominal pain/discomfort, bloating and constipation, embarrassing to discuss. And consequently, they feel forced to suffer in silence. Many experience symptoms for years without ever finding relief or learning the underlying cause. They become resigned to self-medicating using over-the-counter laxatives or fiber and by modifying diet/lifestyle. Unfortunately, none of these treatments effectively relieve the multiple symptoms of IBS-C, nor do they address the underlying cause.