HCP campaign: Lyrica US
Lyrica’s campaign previously highlighted targeted pain areas on the body but lacked a clear connection to how patients actually describe their symptoms and experiences to HCPs. Leveraging extensive market research, the campaign evolved to more authentically communicate “what it feels like” from the patient perspective.
Mario played a key role in the creative development and integration of the refreshed campaign across multichannel HCP tactics, helping bring the new campaign vision to life.
HCP Campaign: Adcepts
HCP: Leave behind
Website + Rep detail aid
Patient profile animation for rep detail aid
Launch of Lyrica CR
The launch of Lyrica CR introduced a self-administered, extended-release, once-daily prescription tablet designed to provide greater ease and convenience for patients. The campaign extension was developed to visually convey a sense of comfort, simplicity, and confidence in the treatment experience.
Mario played an integral role throughout the creative process, from casting talent and developing shot lists to collaborating closely with photographer Tim Tadder and overseeing final campaign execution.
