Exposing unmet needs

To prepare physicians for the introduction of its new epilepsy drug, Upsher-Smith wanted to call attention to the treatment issues that patients still face—including cognitive side effects that can compromise their quality of life. Our goal was to get the professional healthcare community to empathize in a bold, new way.

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Simulating side effects

We created an “In Their Shoes” campaign. It featured a series of iPad-based games designed to simulate for physicians what their epilepsy patients experience on therapy—from memory problems to struggles communicating—along with a series of patient testimonial videos to accurately convey sentiment. In the end, the campaign worked to put the client’s best foot forward.