Heart Failure is not only a serious condition—it’s also chronic and progressive. It can limit patients’ mobility and level of activity, often keeping them inside their homes.
Our target audience, which is around 50+ years old, is very focused on their families and want to spend quality time with them. They don’t want to be a burden to others, wanting instead to feel self-sufficient, able to contribute, and driven by a sense of purpose. But these needs can conflict with their physical reality.
From research, we learned that patients responded to optimistic and aspirational approaches. Instead of dwelling on Heart Failure’s serious consequences, we highlighted the positive impact of ENTRESTO on the heart’s ability to pump blood to the body.
ENTRESTO as the only medicine specifically designed for Heart Failure - a brand that offers possibilities to patients who want to do their best for their hearts. This emotional end benefit helps ENTRESTO rise above the category and further differentiate itself from the sea of competitors entering the Heart Failure marketplace.
Our ultimate goal was to inspire patients to ask their doctor about treating their Heart Failure with ENTRESTO.
