Januvia

TELL A DIFFERENT TALE IN T2D

TIMING IS EVERYTHING

STAY NEEDLE FREE IN T2D

STABILITY AMONGST THE UNCERTAINTY

Januvia is a drug used to control Type 2 Diabetes (T2D) – it works by stabilising blood sugar levels, and has been shown to slow progression to insulin. Working with an art director and planners I came up with several concepts that played on the different benefits of prescribing Januvia. Each concept had a strapline, which would work across all communications, including sales aids, journal adverts, and other media.

TELL A DIFFERENT TALE IN T2D

Insight

Doctors accept the ups and downs with glucose as par for the course in the decline towards insulin

Approach

Show that you don’t have to accept how the patient’s treatment journey unfolds

How can Januvia help?

Januvia provides stability from the start, which has a knock-on-effect over the entire patient journey

TIMING IS EVERYTHING

Insight

Long-term conditions like diabetes are all about timing – when to start treatment, avoiding changing treatments too soon, delaying the time to insulin – but all people ever talk about is initial glucose reductions

Approach

Highlight the impact bad timing can have on outcomes

How can Januvia help?

Position Januvia as the treatment that gives you control over the timing of major milestones in T2D management

STAY NEEDLE FREE IN T2D

Insight

While progression to insulin is inevitable for most patients, there’s no denying injections would have a significant impact on their lives

Approach

Show those things in life that would be disrupted by having to inject yourself

How can Januvia help?

Position Januvia as the treatment that delays the need for insulin

STABILITY AMONGST THE UNCERTAINTY

Insight

Managing the many complications of diabetes is time consuming, yet valuable time is taken up tweaking therapies to manage patients’ glucose levels

Approach

Acknowledge the wider complications of diabetes and the pressure doctors are under

How can Januvia help?

Provides a stable foundation for glucose management, leaving doctors free to focus on more pressing matters

Copywriter

  • Concept development
  • Storyboarding
  • Mood board mock-ups
  • Strategy