Iscover® is the BMS (Bristol-Myers Squibb) brand of clopidogrel. The business was appointed to the product in 2000 for the specialist and GP launches. Initially, it was planned to launch the product utilising the global creative campaign. As we prepared the marketing material for these launches it became apparent from our market research and understanding of the market that the global campaign may not achieve the objectives of differentiating Iscover® from Plavix® (Sanofi-Aventis’ clopidogrel).
Proactively, we undertook market research and campaign-testing of an alternative campaign, which tested strongly and became the launch campaign for Iscover®.
This campaign and associated materials saw Iscover® achieve high levels of awareness, requests for further information and requests for samples which exceeded the client’s anticipated results. Additionally, the heart and brain campaign was awarded The RX Club Award of Excellence.