FOSAMAX
Osteoporosis is a disease that causes bones to become thinner, more porous, and break more easily. One in five elderly women who break a hip will die within a year.
Fosamax was the first (non-hormonal) drug that could stop the progress of osteoporosis and build back bone. This was a breakthrough and it needed a breakthrough idea.
"The Age of Fosamax" was a campaign that celebrated the science behind Fosamax as well as the women who thrived on it. It made women over 65 feel strong emotionally and physically.
"The Age of Fosamax" encouraged them to ask for a bone density test. It also educated them on what a T-score was and the importance of knowing their score.
It was followed up by the “Ask Me” campaign that featured real doctors who prescribed FOSAMAX.
The campaign launched with sales of $1.2 million and for the next 7 years FOSAMAX saw steady growth. Upon patent expiration, in 2007, sales totaled $3 billion.