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We developed a launch plan to take Pravachol (a cholesterol reducing prescription medication) over-the-counter. It was a comprehensive plan beginning with securing FDA approval, branding, creating awareness, acquisition and adherence phases. The plan included the full range of communications touch points: promotion, in-store, online, events, community involvement and especially the online patient program called PravaPartners.
I began with the Pravachol 20 pill itself and then created a brand around it. Using a bright orange color and portrait photography my goal was to grab the consumer's attention and appeal to the broad demographic target.
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