CASE STUDY: EMOTIONAL STORYTELLING
The Challenge
Branded Narcan was planning for commercial launch of a branded product in a complex generic market, at a time of unprecedented public health awareness and heightened collaborative efforts to solve the growing opioid epidemic in the United States.
The brand believed that branded Narcan could be an important part of the broader solution and span the continuum of care around addiction. There was national public demand for an accessible, affordable and accessible naloxone formulation that everyday Americans can easily use to prevent accidental opioid overdose deaths. Branded Narcan wanted to be that solution.
The Solution
A launch campaign that captures the lifesaving utility of the product–telegraphing the primary benefits of portability and ease of use–while telling an emotional story that would resonate with a wide group of targets.
Outcomes
Within 2 years of launch:
- 100% of states included branded Narcan in their “standing orders”
- +106% increase in the number of annual naloxone prescriptions
- >70% branded Narcan accounted for more than 70% of all naloxone Rx