The threat looms large. A patient may survive their first heart attack, but the risk is not over. A second event can be more dangerous: the heart may already be weakened, with less reserve to withstand another attack and a greater risk of serious complications. That makes adherence to prevention therapy critical.

Doctors recognised the benefit of a single combination medication that could help patients stay on both parts of treatment, rather than managing two separate therapies. What they lacked was urgency.

This branded campaign—shown here without its logo or product information—changed that. It made the ongoing threat visible, reframed switching as an immediate protective action and successfully increased the number of scripts written, giving more patients access to the additional protection that could make the difference.

Role: Head of Copy/Writer