When Pradaxa launched in 2010, it was the first new blood thinner to market in 50 years, but the brand was overshadowed and outspent by competing brands. In 2015, the approval of a reversal agent companion treatment provided an opportunity to relaunch the brand and gain some ground with a differentiating message.
Research showed that competitors were failing to educate or form an emotional connection with patients. And, neither patient nor physician perceived any clear differentiation among the current AFib treatment options—“a sea of sameness.” Ultimately patients were confused about what treatment options were best. To compete in this crowded category, Pradaxa needed to make a distinct shift so that patients would take notice.
We applied a radically different approach to reach Pradaxa’s target audience—simplicity. We developed a way to clearly communicate with patients how Pradaxa worked to fight their disease AND what makes it unique from the other treatment options on the market. We not only told a different story, our creative approach also separated us from the pack.
The Red Fish campaign leverages a simple metaphor for how blood cells can cause a stroke in people with atrial fibrillation. The highly minimalist visual style is gorgeous and perfectly aligned with the goal of telling the product story in an easily understandable way.
The Red Fish didn’t just hit the airwaves at launch—all touch points across the patient journey swam in the same direction. This included: website, digital banners, SEM, PR, social media, patient brochures, print ads, broadcast TV, and acquisition and adherence eCRM. Sales reps helped connect the story with physicians by positioning the role of the Pradaxa Red Fish as an important part of patient education.
In just six weeks, more than 50% of the brand's target audience had become aware of the Red Fish campaign. After 12 weeks, the message and its attributes had increased versus baseline, and continued to rise after that.