Out the Monster

Dramatize an Invisible Enemy

Orexo faced a complex challenge in the highly competitive Medication-Assisted Treatment (MAT) market. The company needed to launch a more effective MAT product against the market leader while simultaneously growing its brand recognition among healthcare providers (HCPs) and opinion formers. This task was complicated by the sensitive nature of opioid addiction and the strong stigma associated with it.

The gravity of the situation was underscored by the fact that 46 people die daily in the U.S. from accidental opioid addiction, with many avoiding proper care due to social stigma. Previous fact-based marketing approaches had failed to differentiate Orexo or launch the brand successfully in the U.S. market.

Case Study

We developed the "Out the Monster" movement, which reframed accidental opioid addiction as a monster that needed to be confronted. This innovation moved beyond traditional pharmaceutical marketing to create an unbranded campaign aimed at de-stigmatizing accidental opioid addiction and encouraging open conversations about treatment. The core of the initiative included:

• •An unbranded horror film metaphorically representing addiction as a monster.
• •A comprehensive microsite for victims and their families to learn about addiction and treatment.
• •A multi-channel approach incorporating digital media, social platforms, and even a book.
• •Activation of opinion formers, HCPs, and patients through a powerful call to action.
• •Complementing fact-based marketing with an emotional, movement-driven approach.

Print

• •Cannes Gold Lion for best pharma campaign
• •Reach and Engagement: Reached 10.9 million people organically; built a community of 185,000 engaged advocates.
• •Business Impact: Increased sales growth by 27%.
• •Brand Positioning: Established Orexo as a thought leader in the MAT category.
• •Social Impact: Provided an easier path to help and recovery for those affected by opioid addiction.

These results demonstrate how StrawberryFrog helped Orexo successfully overcome its initial challenges, effectively launching its MAT product while also making significant strides in addressing the broader societal issues surrounding opioid addiction.

Digital & Microsite