Lyrica Patient/HCP

Lyrica is indicated for two conditions, diabetic nerve pain (DPN) and fibromyalgia.

With DPN, people are resigned to living with burning, stabbing, shooting pain. This unbranded web video :15 video ran in conjunction with a DRTV :60 to get people to self-identify and request more information.

Fibromyalgia is chronic pain. It doesn’t show up on x-rays or blood tests, so there is a tendency for loved ones to believe it doesn’t exist. This unbranded web video :15 ran with a DRTV :60 to raise awareness of the condition and validate what people are feeling. Branded content helped people learn about Lyrica and build a community. The HCP print helped doctors to help their patients get the most from treatment.
Although Pfizer is very close to the vest with results, the ROI on several of their major brands consistently exceeded business goals by more than 40%.