Lipitor was actually my first “pharma advertising” experience. While at Merkley, I worked on the original pitch, contributing to their breakthrough “numbers” campaign. It was the first to bust myths about high cholesterol and how to treat it. Now everybody does it!
This ad was targeted to Lipitor users, to ask them to join an adherence program. The more info and support patients get, the more likely they are to stay treating properly.
I created a “mini-brand” look which involved placing the Lipitor rings over the heart, a simple graphic way to connect the brand to heart health.
Click on ad to enlarge.
We also created a landing page for MyHeartNow. The original page included an online survey, rotating Key Facts and a free pedometer offer.
The current version of the site can be seen here.
Headline: Family history or rewriting history?
Body Copy: Diet and exercise alone are no match for your family tree. Talk to your doctor about ways to lower cholesterol. 1-800-FOR-LESS/www.forless.com For Cholessterol
Headline: No discipline or no medicine?
Body Copy: Diet and exercise alone can only lower your cholesterol by 10-20%. Fortunately your doctor can help you reduce it up to 50%. 1-800-FOR-LESS/www.forless.com For Cholessterol
Another creative approach for the Lipitor adherence program.
Click on ad to enlarge.
Pfizer
This is a patient education kit that was given out in doctors’ offices. I designed the logo, the format and the overall look of the piece.
It won a phAME Award.