How do HCPs know what patients really think and feel when suffering with a disease or if their medication is working? Are they holding back, afraid to share what’s truly going on? We decided to find out.
Similar to Chevrolet’s Real people, Not actors campaign, “Behind the Glass” let real patients with chronic obstructive pulmonary disease (COPD) experience Lonhala Magnair for themselves, truly capturing what they think and feel about this new nebulizer. It gave HCPs the opportunity to hear patients’ feedback firsthand while patients in turn, felt comfortable to speak candidly due to the protection of a one-way mirror. It was a powerful and emotional initiative behind and in front of the glass.
The COPD marketplace is an extremely crowded space so when a new device comes along, it needs to stand out. And with a unique one-of-a-kind nebulizer like Lonhala Magnair, we needed HCPs to see how it could transform a patient’s day.
By literally constructing a home on the convention floor, “Room to Breathe” allowed HCPs to take a guided tour of a patient’s home and experience the unique features of this device firsthand. Each room of the home dramatized a feature of Lonhala Magnair…virtually silent, quick, portable. It was an immersive experience like nothing physicians had ever been a part of.
What do you do when a product isn’t fully available to the market, but you still want physicians to experience it for themselves? You find another way to put the product in physicians’ hands.
“The Magnair Experience” used augmented reality to bring each of the unique features of a new nebulizer, Lonhala Magnair, to life so that HCPs felt like they were engaging with it firsthand. This unique initiative helped to successfully create anticipation and excitement in the COPD market and drive demand for Lonhala Magnair before it was even available to physicians.
COPD impacts patients’ lives at every moment of every day, so in order for a new COPD treatment to be successful, it needs do the same. “Magnair Moments” were mini commercial-like videos that brought three unique features of Lonhala Magnair to life in surprising, dramatic ways so that physicians could see its impact on a patient’s day. See what virtually silent, 2-3-minute administration, and portability can mean for a patient with COPD.