Rozerem Enhanced CD-ROM
Patient Marketing Utilizing Interactive Tools for Acquisition and Retention
- Technology:
- Photoshop
- Flash
- Director
- After Effects
- Client:
- Takeda Pharmaceuticals
- Project:
- Enhanced CD-ROM
Takeda Pharmaceuticals North America, Inc. is an emerging leader in the global pharmaceutical industry, creating innovative products that help improve a variety of therapeutic areas, including bone and joint disorders, cardiovascular disease, central nervous system disorders, chronic kidney disease, diabetes, gastroenterology, gynecological disorders and infectious disease.
Takeda Pharmaceuticals is one of the fastest growing pharmaceutical companies in the United States, and their new sleep-aid drug Rozerem needed a marketing strategy to reach their targeted audiences and educate potential users about the benefits of this revolutionary sleep-aid drug. Takeda desired the utilization of a CD-ROM as part of their overall patient marketing strategy for Rozerem.
Rhythm Interactive, in partnership with Triax Media Group, offered a unique solution in the form of an interactive CD-ROM that would provide true value to patients and have a long shelf life. Rhythm Interactive formulated a content strategy to actively engage the viewer, working in conjunction with Takeda’s primary agency of record, Abelson-Taylor. In addition to standard content on the condition and how the drug works, videos, animations, music, a dream interpreter, surveys and discount coupons were included on the CD-ROM to enhance the user experience. Relaxing music is also available for download onto a user’s iPod, and the CD-ROM doubles as an audio CD that will work on any standard CD-equipped stereo system. Through Point-Click Technology™, usage of the CD-ROM can be tracked in real-time and the client can update content on discs that are already distributed into the marketplace. This added more value to the CD-ROM as a marketing tool for the client, helping increase the shelf life of the CD-ROM for both patients and doctors. The client will also be able to ascertain market penetration of Rozerem through tracking tools utilized by Point Click Technology™ and get a clear picture of what truly engaged potential users.
