Cipralex®/Lexapro® is for the treatment of brain diseases, including major depressive episodes and anxiety. W was asked to develop a global brand campaign using key customer insights to differentiate Cipralex® from generic escitalopram with its target physicians.
In many of Lundbeck’s key markets, the original Cipralex® brand faces competition from generic versions of escitalopram. Despite this, many physicians have continued with Cipralex®. Using key customer insights identified through a series of affiliate meetings, W developed the Cipralex® brand heritage campaign – ‘expect nothing less than the original’. As part of the brand campaign W developed a sales story flow and key selling messages highlighting the value of continuing to prescribe the original brand, and the potential issues of using generic products in the management of brain disorders. To support the consistent understanding and implementation of the brand campaign, W developed a ‘step by step’ sales guide for the affiliates on how to implement the campaign and ran a series of training sessions at regional affiliate workshops.
A motivating, relevant and highly compelling brand campaign that has inspired Lundbeck’s key affiliates to communicate to their target physicians the benefits of Cipralex® in the management of depression and anxiety.
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