Thomas Cannell, Orexigen Therapeutics, Inc.

Leveraging TV to Drive a Seasonal Brand

October 26, 2017 3:10 pm - 3:40 pm

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Thomas Cannell

In December 2016, Contrave launched a patient activation campaign to help adults who are overweight and struggling with obesity to lose weight and keep it off.  The brand launch was driven by a very strong National TV plan – immediately driving a significant increase in patient interest and action with a 95% increase in prescription volume.  The 360° DTC campaign ecosystem included digital and social media efforts, as well as a telemedicine/free home delivery option, and leveraged TV and print as awareness drivers.  Learn how Orexigen factored in the natural ebbs and flows occurring with weight-loss seasonality while driving a fundamental change in the patient journey.