Ugur Kucukcetin, Executive Director, Customer Experience
Jason Souter, SVP Director of Integrated Production
Maria Sanchez, Director, Customer Experience Marketing
McCann Health New York, An IPG Health Company
Group Creative Director
SVP, Group Creative Director
Group Account Director
Associate Creative Director
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.
We believe that when you give your heart the love it needs, it can continue to help you live the life you love.
In “Heart of What You Do,” we created beautiful imagery of ENTRESTO patients enjoying their lives while suddenly encountering epic heart formations on their way. It transmits the concept that our hearts are at the heart of everything we do—and no matter where we go, they make it possible for us to get there.
Also worth noting are the unexpected transitions between vignettes, which brought a cinematic sophistication to the spot.
The popular song “The Beat Goes On,” which is now part of the ENTRESTO branding, helps convey the idea that Heart Failure patients can keep on having an interesting and fulfilling life. A projection of the ENTRESTO mechanism of action over the patient’s body highlighted how it can help the heart pump blood to the body.
According to the analysis performed by Comscore, since its launch, the ENTRESTO “Heart of What You Do” campaign has helped consumers connect ENTRESTO to Heart Failure. ENTRESTO continues to receive more mentions as the top-of-mind Heart Failure treatment, both unaided and aided. Research showed that 70% of consumers liked the ad, and 60% of consumers felt that the ENTRESTO ad told them something new, which represents 10% over the norm.
The ENTRESTO campaign is once again the most recalled in market. Approximately one-half of ENTRESTO ad viewers can link the specific campaign to the brand. Nearly 89% of consumers claimed some degree of familiarity with ENTRESTO, which is 38 points over the norm.
More specifically, the ENTRESTO campaign inspires action from its audience, as 58% of viewers wanted to seek out more information, and 64% of viewers wanted to ask their HCP about ENTRESTO vs. the norm of 52%.
These results were played out in the market. From the campaign launch in May 2021 through March 2022, monthly prescriptions increased by 32%. This represents a 21% increase vs the previous campaign a year ago.