Constructing a product launch narrative for a leading pharmaceutical company

Driving traffic and interest through focused messaging

The context, the challenge

Morningside Healthcare was expanding its Headline Brands product portfolio with the launch of Delofine XL (Felodipine MR). This event gave Morningside an opportunity to re-energise its Headline Brand proposition.

The client needed a specialist copywriter who could construct a launch narrative for a specific primary audience – medicine management teams within clinical commissioning groups (CCGs) – and develop copy that could be used in both a leavepiece and more broadly as part of a campaign weighted towards CCGs with the highest prescribing of Delofine. But the launch narrative also had to appeal to a secondary audience: primary care prescribers and practice-based pharmacists.

The client wanted to:

• construct a launch narrative for a CCG/payer audience
• communicate significant cost savings opportunities to key decision-makers (CCGs and prescribers)
• drive traffic to Morningside’s cost savings calculator website
• drive interest and enquiries to Morningside’s Headline Brands generally

The solution

A two-page, branded leavepiece was developed. The messaging largely focused on the up to 59% cost saving on Felodipine MR by prescribing the new Delofine XL and the average annual cost saving per CCG or health board. A reassurance on continuity of supply for prescribers and patients was made but wasn’t the focus of the messaging.

The impact

A clear focus on the cost savings helped increase traffic to Morningside’s savings calculator and sparked even greater interest in other products within the Headline Brands portfolio.