Best Pharmaceuticals Integrated Ad Campaign

Asthma patients on a daily control inhaler view their condition as a weakness that they will never be able to fully control. To these patients asthma “control” or “maintenance” is inherently defensive and still leaves them vulnerable to the unavoidable presence of asthma.

To drive requests of QVAR®, we developed the “Small Particle” campaign. This campaign educated patients on the benefits of QVAR® and its small particles of medicine that reaches both the large and small airways of the lungs. The tonality of the creative provided an inspiring and reassuring perspective, that with QVAR® patients can finally gain control over their asthma.

The integrated online ad campaign consisted of banner and rich media ads to build awareness of the small particles in QVAR®. A mechanism of action (MOA) video was also developed to build a deeper understanding on the small particles story, and how they work in the lungs. The video exists as pre-roll/mid-roll online ads and also lives on the QVAR® website and brand YouTube page. The number of views of the MOA video on YouTube exceeds other QVAR® videos, as well as all Merkley+Partners produced pharmaceutical brand videos on YouTube.

In addition to the online initiatives, the “Small Particle” campaign also targeted patients as offline tactics and within the doctor’s offices to ultimately drive patients to talk to their doctor and ask for QVAR®.

Contributors:

Creative Group Head:	Steve Pashkoff
Creative Group Head:	Erich Hartmann
Digital Group Account Director:	Jennifer Cimmino
Account Director:	Samantha Liang
Digital Account Supervisor:	Samantha Hess
Planning Director:	Whitney Bryan
Associate Director, Brand Marketing- Teva Respiratory:	Stephanie Tsolakis

MERKLEY + PARTNERS

Website: www.merkleyandpartners.com/

Location: United States

About the Agency:

We are Merkley+Partners—a midsize, SoHo-based, full-service ad agency. Our mission is to push our industry-leading clients through the clutter, and shift perceptions by way of powerful insights and creative thinking. We believe everyone has a story to tell, and an audience willing to listen.