RECORDATI PHARMA / ORTOTON® WE DON’T LET YOU IN A STITCH / WE'RE NOT LETTING YOU DOWN
Ortoton® is an alternative treatment to relieve painful muscle tension, without the side effects most muscle relaxers have.
Using a two-step, target group specific tactical campaign, we positioned Ortoton® to physicians with the message – Ortoton® does not leave patients in pain. We delivered it by cleverly incorporating a common German saying that uses a play on the word “stitch.”
Ortoton® positioned itself as the treatment of choice for lumbago and saw a significant rise in revenue. Recordati benefited from the positive image PR and deepened its relationship of trust with its target audience.
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