Zenpep
Simplified a complex disease state spanning two vastly different audiences.
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Zenpep
Let Me Break It Down For You
From cystic fibrosis to chronic pancreatitis, plenty of patients are aware of it, or at least the importance of the pancreas: but do they really understand it? To help the Zenpep brand reach its commercial goals, we tackled the complexity of pancreatic enzyme insufficiency head-on, simplifying it to drive caregiver engagement.
Objectives
1.
Dramatically improve patient education
2.
Span both CF and Gastrointestinal audiences
3.
Increase brand visibility alongside a competitive market lead
Created Eddie the Enzyme as a CF-specific mascot, producing storybooks, website content, animations and more.
EPI is a complicated condition and as a parent of a child with CF - the last thing you need is information overload. We simplified and personified enzymes for parents and children to understand.
Put plans in place for GI adults including a NYT media partnership breaking down the relationship between alcohol and EPI.
Kicked it all off in style with the Allergan salesforce at the Dallas, POA.
This Project Exemplifies
How to leverage the disease state, and the mechanism of the drug, to simplify an incredibly complex problem.
What We Did
Exocrine Pancreatic Insufficiency (EPI) can sound pretty complicated. Let Me Break It Down For You is a radically different way for Zenpep to talk across the board. From creative content to infant starter kits; from in-office materials to website content; from a juvenile CF audience to adults with GI issues.
Brought to life in different ways in different scenarios, it underpins everything and sets out to drastically improve patient education.