The healthcare/pharma/Rx environment is very regulated. We are restricted to only communicating medical claims supported by our Product Monograph. All materials must be approved by internal teams at Allergan – this includes regulatory and medical.

LUMIGAN RC® (bimatoprost 0.01%) is a prescription eye drop used for the lowering of elevated intraocular pressure in the treatment of glaucoma and ocular hypertension. Glaucoma involves damage to the optic nerve, most often caused by high pressure inside the eye due to a buildup of excess fluid.

Most importantly, LUMIGAN RC® was launched as a new alternative to the original LUMIGAN®, that offered intraocular pressure lowering efficacy and a more favourable side effect profile.

Making physicians aware of the new “RC” version was our primary communication goal.

Our solution was simple – literally highlight the “RC” throughout our communications.

From print, to sample holders, to our iPad sales tool, we made it impossible to ignore that a new LUMIGAN® had launched - LUMIGAN RC®.

Outcome: LUMIGAN RC® has the #1 market share in the HTL market as of October 2013.

Our target audience was ophthalmologists who recognize challenges when treating glaucoma. Glaucoma is a condition that never really goes away and can be a challenge to treat. It was important to keep messaging simple, direct and to the point. The creative also needed to reflect this thinking. This fresh perspective was rolled out to ophthalmologists across Canada.

Since Lumigan RC® is a prescription product, Health Canada regulations do not permit us to talk about this product’s uses and features in the public domain. Therefore most of the information contained in this document would need to be treated as confidential.

In May 2013, the creative was first launched digitally through the iPad app that sales representatives would use with ophthalmologists in office and at conferences. It was decided that this would be the main tool to be used in communicating with ophalmologists so that the messaging would be clean and strong without cluttering offices. This iPad app is updated on a regular basis and continues to remain in market.

The next steps were conference executions including digital video displays, banners, and table top adhesives. We also redesigned and branded sample boxes that would allow for messaging on the front to be changed and kept fresh with updated RC creative. Every piece developed had the consistent branding – fresh, clean and innovative, with direct, to the point messaging. We even created a special holiday message to give physicians a smile.

The new LUMIGAN RC® creative was launched in May of 2013. In a short period of time, LUMIGAN RC® acheived the #1 market share in the HTL market as of October 2013.

Because LUMIGAN RC® offered improved tolerability, it was important to distinguish the newer ‘RC’ product from its predecessor. In addition it was important for the creative having a new, fresh look and feel compared to the original Lumigan. Similarly, the messaging needed to be simple, yet strong, direct and straightforward. Part of this simplicity was also translated into the decision to keep the number of media to a minimum, so we wouldn’t be cluttering the offices of ophthalmologists. The iPad detail aid was the main medium sales representatives used to communicate details about LUMIGAN RC®. The iPad detail aid was a seamless and obvious connection between the creative objectives and how this was carried out in market.

We needed a new way to communicate that this updated version of the formula (LUMIGAN RC®) was on the market. Because it is an efficacious drug, and offers a better side effect profile than the original Lumigan, we wanted to ensure that we communicated RC in a fresh way. We needed it to stand out from its predecessor and competitor products on the market. We therefore decided that the best way to do so would be to leverage the “RC” as a creative element that could become an iconic part of the branding.