Kengreal “High-Wire Act” Campaign:

Kengreal is an IV antiplatelet medication used during PCI procedures to help prevent a dangerous clot from forming around the stent. It’s the only IV formulation available in a sea of orals. The major advantage of an IV formulation is that it has a fast onset and offset of action. But the Kengreal marketing team had one problem—Interventional Cardiologists (ICs) were satisfied with a “gold standard” oral that had long-since gone generic. They simply didn’t know when to use Kengreal.

Research revealed that the speed of Kengreal onset and offset especially shines when used in a variety of high-risk patient types. The Kengreal “High-Wire Act” campaign was born to communicate that single important point. It features a physician carefully traversing a blood vessel in an angiogram – the imaging test physicians use to locate the blockage. His foot steps right on the pathology—which physicians in research immediately recognized as a high risk situation.

The suite of new campaign materials has been a success—since the campaign launch, sales have increased 64%, and 2019 ended with an all-time high monthly demand.