To underscore the unpredictability of accidents, we wanted to create an organic and unexpected moment built up by tenderness, not tight suspense. Since you can’t prepare for life’s unpredictable moments, the importance of having a reversal for emergency situations is implied.

The “Split Second” video currently lives on sales reps’ iPads and is intended to be shared with HCPs as an opener to sales calls. The video was launched for initial use by sales reps in February 2017, and additional supporting tactics have been rolled out in the weeks following to increase awareness and leverage the campaign as much as possible. The video is also displayed in the convention setting to enable increased opportunities for HCP interaction. Additionally, “Split Second” is now being shared with HCPs through non-personal channels such as emails and banner ads that link to the video through the URL www.WhyReversalMatters.com.

The video has been able to shake up the status quo, allowing for a frank discussion about the need to prescribe a blood thinner with a specific reversal agent. Reps and doctors alike have spoken about the profound impact the video has had in beginning a conversation about the importance of reversals. HCPs are able to make the emotional connection between their typical patients and the couple shown in the video, and recognize that accidents like these could happen anytime as they go about their daily lives. “Split Second” is provocative, has shock value, and allows the reps to set up a compelling story that reinforces the need to prescribe PRADAXA, the only branded blood thinner with a specific reversal agent.