Forteo: See the pain
Casey Grant and Adam Weiss
Campaign details
Brand owner: Eli LillyLead agency: McCann Healthcare JapanBrand: ForteoCountry: JapanIndustry DTC prescription products, Promotions to the medical professionChannels used: Internet - display, Internet - microsites, Internet - search, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Sales promotionMedia budget: 500k - 1 million
Executive summary
This case study describes how Eli Lilly Japan's treatment, Forteo, which rebuilds bone to counteract the disease of osteoporosis, a common condition marked by a decrease in bone density, set out to break...