EAST HANOVER, NJ: People who suffer from overactive bladder (OAB) are often too embarrassed to ask their doctors about the condition ? but they can certainly relate to how the disorder interferes with their activities.
To reach out to these individuals, Novartis has teamed up with travel guru Arthur Frommer to launch a handy guide to finding a restroom in 23 US tourist destinations.
The unbranded disease-awareness campaign is the brainchild of Ketchum, which won the account for Novartis OAB drug Enablex two years ago because of the innovative pitch.
?The campaign was really designed for patients to hear about [OAB from a place] other than the urologist?s office ? especially people who are in denial about their condition,? said Kate O?Connor, associate director of PR at the drug company. ?It provides a real tangible tool for patients.?
Patients can get a copy of the free 75-page guide, Where to Stop & Where to Go, from a specially created campaign website.
Novartis and Ketchum will continue to promote the book through media relations and partnerships with patient organizations. They also plan to get the word out in doctors? offices.
Within weeks of the launch, Novartis has already received more than 10,000 requests for the book, according to O?Connor.