The spring sun may or may not break through Boston’s clouds at the annual meeting this weekend. American Academy of Neurology (AAN).
Anyway, it will rain inside the exhibition hall.
At least, at the anti-epileptic drug product booth. Kuscopridrugs sold by SK Life ScienceThe brand’s booth will feature an immersive rainstorm experience for all.
“We’re making a splash — literally,” explained Stephanie Loiseau, Head of Marketing at SK. “We wanted to show doctors an immersive experience that made them think.”
Local brand teams wear purple (the brand’s color) rain gear, with umbrellas towering over the booths covering only half the area. This is literally to illustrate the importance of dealing with the “other half”.
Part of a dubbing campaign Incomplete, which was launched earlier this year and cites the industry’s current state of reducing seizures by 50%. In contrast, Xcopri offers the possibility of complete seizure control. Data from the maintenance phase of the Xcopri clinical trial showed that one of her five patients had no seizures.
This is just the latest iteration of SK’s efforts to raise awareness of the efficacy of Xcopri since the brand was launched three years ago during the COVID-19 pandemic.Past efforts include a Zero Seizures branded consumer website and YouTube channel It features a series of real patient stories.
With over 30 antiepileptic drugs (ASMs) on the market, “differentiation will take time,” he said. Matthew Linkewicz, Chief Commercial Officer of SK. He noted that epileptologists and neurologists are in the habit of prescribing.
While not directly tested, other ASMs are more likely to be seizure-free 1 in 20, said Loiseau, and real-world Xcopri data suggests better results than trials. I added that I do.
“Epilepsy is a debilitating condition,” she points out as to why she strives to be 100% seizure free. “The recession and employment numbers are staggering. If you only get to 50%, you can’t drive or work. were attracted to the idea because it showed that there were other options.
AAN, which runs from April 22nd to 27th, is an important place to make that point.
“We are epileptologists’ number one brand of antiepileptic medicine,” says Loiseau. “The big opportunity is in neurologists, who make up the bulk of the HCP market.”
So many other neurological disorders come to mind, from migraines to movement disorders to pain, but epilepsy accounts for just 15% of patients. This effort aims to raise awareness among this particular group of professionals.
But AAN is just one piece of the puzzle. Since Half Way launched at SK’s National Sales Conference in February, Field Force has been using a new visual aid to support conversations with doctors. The company also sees an increase in his NRx.
Linkwich reports:
SK uses print advertisements, banners, emails, displays, and Social mediais the second leading factor to the site after paid search. CDM Princeton designed the AAN display based on an initial concept by creative artist agency (CAA). It’s a concept that seems very campaignable.
“What we love about this campaign is that it has a lot of support,” says Loiseau. “We know this is evolving out of half an umbrella, half a book telling half a story, half a glass half full, down to the 50 yard line. With so many creative variations, we won’t stop until we’re number one not only in epileptologists but also in neurologists.”
Meanwhile, the AAN booth will display a simulated squall on a giant LED screen. However, it was not the team’s first choice. Loiseau said the company originally wanted to pipe real water.
“Unfortunately the building wouldn’t allow it,” she said.
