For the launch of Levitra, I was tasked with creating the Levitra Challenge logo and directing a photo shoot which captured a realistic image of the ED sufferer.
By illustrating LEVITRA’s ability to help treat ED patients with comorbid conditions, Palio and the brand team were able to identify a vast target of subsegments and make a significant inroad into differentiating the brand from its competition.
Connecting ED to its associated comorbidities, or underlying causes, was not only key to cueing up LEVITRA as the optimal choice for select patients, it made the discussion around ED easier for patients and physicians alike. No longer was ED just ED; it was a symptom of other related conditions and metabolic disorders, something patients are more comfortable hearing and something physicians are more likely to talk about with their patients.
The results of the campaign were extremely positive: LEVITRA gained market share, and the LEVITRA sales force was reignited and unified behind a smart, solid positioning. In fact, the competition had to block the progress LEVITRA was making within these defined populations.