Healthcare: When one tablet is better than three

Daiichi Sankyo partnered with 90TEN Healthcare to launch the UK's first three-in-one combination pill for the treatment of high blood pressure.

Daiichi Sankyo UK: Launching a three-in-one pill
Daiichi Sankyo UK: Launching a three-in-one pill

Campaign: 3-in-1: A winning combination for Sevikar HCT
Client: Daiichi Sankyo UK
PR team: 90TEN Healthcare
Timescale: June 2011-May 2012
Budget: £120,000

 

Objectives

  •  To secure high-profile, positive media coverage of Sevikar HCT and single tablet regimens (STRs)
  •  To get the British Hypertension Society (BHS) to review its position on STR use.

Strategy and plan

90TEN engaged with influential stakeholders such as The Stroke Association and high-profile media medics including Dr Hilary Jones for advice around messaging. Images were distributed to media illustrating the number of pills that could be saved every month if patients switched from three tablets to one.

Measurement and evaluation

Broadcast coverage included BBC1's Breakfast and ITV1's Daybreak, as well as being featured in six national newspapers and seven trade articles, and on 44 websites.

Results

Approval is pending from regional health boards for Sevikar HCT to be used in ten parts of the country. The BHS revised its position on STRs, stating: 'If there are no significant cost disadvantages, STRs should be used preferentially for the routine management of hypertension when two or more drugs are required.'

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