Campaign details

Agency: cdm milan
Country: Italy

Background

Copaxone needs to reinforce its leadership in a market where new competitors, which are all the other pharma companies in the same therapeutic area, are emerging.

SIN is the National congress of neurologist, thus the main and most important occasion for the brand to communicate to its target.

The client wanted to state the leadership of the brand/product, even after 20 years since its launch, in a crowded market with newly born competitors.

National Context of the Campaign

SIN is the National congress of Italian neurologists, thus the main and most important chance for pharma companies involved in the Central Nervous System (CNS) therapeutic area to communicate to their main target and opinion leaders (neurologists).

Objectives

Copaxone is the second brand in Italy in its therapeutic area and it is struggling to keep its leadership in an increasingly crowded market, full of new competitors.

Strategy