Fintepla - Award Season

Another Day WONLife’s little victories start with profound seizure reduction.

Dravet syndrome (DS) is a relentless and lifelong form of epilepsy that begins in the first year of life with frequent and/or prolonged seizures. Children with DS do not have normal childhoods—they experience serious neurodevelopmental, motor, cognitive, learning, and behavioral consequences well into adulthood. Their caregivers and families are also negatively impacted by this rare disease.

The Challenge

With DS, early diagnosis is key, and we set out to demonstrate to pediatric neurologists and epileptologists how FINTEPLA’s ability to deliver profound seizure control could help their patients experience those little victories. The product has outstanding efficacy, with more than half of patients experiencing a 75% or greater reduction in convulsive seizures. However, a challenging safety history and associated REMS requirements posed the risk that it would be reserved for later-line treatment. We needed to overcome these concerns and establish FINTEPLA as the gold standard for the treatment of DS and win over caregivers in the process by giving them hope.

The Campaign

Our creative approach to HCPs spanned a variety of channels and tactics and was grounded in the realities of what patients experience, and the upending impact of this diagnosis on their families. FINTEPLA’s efficacy gave us the opportunity to focus on highlighting life’s little victories, moments that many of us take for granted, which are made possible by an effective therapy. We provided a reset on things so that life could begin on a new path—a new day “one”—and a sense that because of FINTEPLA, they have “won.”

The creative execution focused on real patients and their families, so we had to blend into their daily lives to ensure that we were able to capture those “little moments” in a genuine way. The visual authenticity is obvious, and we believe the emotional impact is motivating. HCPs know the devastating effects of seizures, so pointing them to a proven therapy that delivers results and the opportunity to give their patients the potential for a better life was a “win–win” for the creative team and the agency.

FINTEPLA HCP Website

To reach HCPs, we developed FinteplaHCP.com, which acted as a catalyst for communication and resulted in an elevated 33K visits from July 2020 to December 2020, with a bounce rate of 42%—considerably below the industry benchmark of 60%. The site features important safety and prescribing information, resources, and videos. It gives HCPs information on clinical studies, dosing guidance, and access to support.

We wanted HCPs to hear from families about their successes with FINTEPLA, and developed videos featuring children and their families: Aurora, Miller, and Haidyn.
Field Force Tools

For Zogenix’s field force, we developed a comprehensive set of print and digital tools—from Dosing and Titration Cards to REMS Enrollment Kits and tabletop panels. Two digital examples are:
- The FINTEPLA iPad Master Visual Aid, which gives field forces the ability to detail the product background, clinical data, efficacy results, and patient stories; and
- The Steps to Prescribing tool, which provides a simple guide for HCPs to follow once a patient has been prescribed FINTEPLA. It outlines procedures as well as the customer support program, Zogenix Central.
Advertising and Marketing

The agency executed at the highest levels of technical innovation and leveraged the latest digital tactics and platforms to drive ROI for FINTEPLA’s launch campaign. Print and banner ads, along with videos and virtual conference exhibits, promoted the overarching product benefits and efficacy while encouraging the target audience to click through to the website to learn more. The digital surround sound efforts that drove to FinteplaHCP.com—consisting of banners (endemic and non-endemic), emails, Doximity, rep-delivered emails, and microsites for conferences, all aimed at HCPs—delivered more than 2.3M impressions and more than 9.3K click-throughs to the website across the 5 months since the FINTEPLA launch.

We also authored and deployed a series of sponsored articles within Doximity that generated 15.7K unique opens, and display media reached 2K unique HCPs per month. And, taking advantage of the ways that HCPs sought information and interacted with media, our campaign strategy included a series of direct mails and launch email campaigns to highlight successes with FINTEPLA and key product benefits.

The Solution

We set out to communicate that FINTEPLA works differently to provide profound seizure reduction and highlight the little victories that patients with DS can experience from using such an effective treatment option. Market research and analysis showed that the “Another Day Won” concept was more compelling and outperformed on multiple key performance metrics, including clarity and likability. HCPs noted that it conveyed hope and made them feel like some degree of normalcy could be brought to the lives of their DS patients and their families. It made them feel that DS could be beaten.

The Closing

Zogenix is a global biopharmaceutical company committed to developing and commercializing transformative therapies that bring hope and support to families. FINTEPLA is one of these products, and we are proud to support Zogenix in their vision of transforming the lives of patients and their caregivers living with rare diseases.

Another Day WONLife’s little victories start with profound seizure reduction.

The Challenge

The Campaign

FINTEPLA HCP Website

Field Force Tools

Advertising and Marketing

The Solution

The Closing