The Campaign

Given that Japan has a large number of deaths due to liver cancer caused by exacerbated chronic hepatitis C; Sovriad (Simeprevir) was a highly-anticipated new therapy with few side effects and a high elimination rate of hepatitis C virus. A campaign was therefore conducted to launch Sovriad with an aim to raise awareness of the drug and foster confidence in treatment. Emotion (tone & manner) and logic (evidence) were combined to express the identity of Sovriad so that physicians could be confident about treatment for the disease. As a result of PR promotion prior to launch, when the product name could not be used in advertisements, the brand achieved an 80% recognition prior to approval. To date, Sovriad has been prescribed to 15,000 patients in just six months after launch.

The Brief

The target is“physicians who treat hepatitis C.”, primarily targeting hepatologists. The objective was to convey the message that Sovriad is a “therapeutic agent for chronic hepatitis C which physicians can confidently prescribe to patients.” The aim was to raise awareness of Sovriad and foster confidence.

Creative Execution

(1) Sovriad employs the image of a “ship captain” leading a long voyage along the right path as the brand personality, and tone and manner, in order to evoke the image of guidance towards a cure. In addition, in order to convey the message that Sovriad is a drug that can “confidently” be used to treat the disease, a powerful sales pitch along with a visual of the virus being completely “wiped-out” was developed. (2) To swiftly communicate the brand name, efficacy, safety and convenience of Sovriad, PR promotion began at The Japan Society of Hepatology six months prior to launch, and a storyline to maximize interest by the time of the launch was created.

Sovriad won 80% recognition among physicians in December 2013 just before the launch. To date, Sovriad has been prescribed to 15,000 patients in just six months after launch. In addition, Sovriad received the highest evaluation from physicians as a treatment for hepatitis C on a physician-targeted SNS site.

Emotion and logic were combined to create the brand image of Sovriad so that physicians could prescribe it and feel “confident” about treating the disease. (1) Ideas to “visualize” the definite efficacy of Sovriad were deployed to strongly convey the message. (2) PR promotion targeting physicians at medical conferences began prior to launch to disseminate evidence-based information.