INGREZZA: Creative Effectiveness
Imagine what it must feel like when, after finally stabilizing your mental health, you start to lose control of your body movements. That’s the harsh reality for some 600,000 people living with tardive dyskinesia (TD)—a disorder marked by uncontrolled movements in the face, hands and body.
The INGREZZA Spotlight broadcast spot brings to life exactly how these patients feel: that their sudden, uncontrolled movements are in a spotlight—signaling to everyone around them that something is wrong. But the Spotlight campaign also presents a better reality to people living with TD, a reality where their movements are under control and they’re seen in a different light.
For the important metric of Share of Consumer Choice (SOCC) The Ingrezza Spotlight commercial was 64% above Comscore’s DTC norm and in the top 12% of their database for all DTC commercials.
Other important metrics for our primary target related to creative effectiveness from the report include:
- Motivation to seek prescription
- 93%: Top 2 box “Likely to ask HCP to Rx ING for treatment of TD”
- Depiction of patient/character
- 96% agree “comes across as treating the condition with respect”
- 96% likeable
- 95% believable
- 100% relatable
- 100% relevant for condition
