Prescribers were unclear on a defined patient type for EDARBYCLOR. They were also frustrated by patients who could not reach their target blood pressure (BP). Some patients were on multiple antihypertensives, or had comorbidities that were particularly challenging. These were patients with what we called “tough-to-treat” hypertension. EDARBYCLOR was entering a crowded market. And while it was a proven superior product, something bold and attention getting was needed to increase awareness of this though-to-treat patient segment. Healthcare providers (HCPs) told us that helping some patients reach their BP goals was like hitting a brick wall. So we decided to create a “brick patient”—a striking photo-realistic image of a patient made entirely of bricks—to symbolize and relate to the frustration HCPs face, and allow us to tell our efficacy story. Print and collateral pieces led with the arresting brick patient imagery, followed by clinical data to support the use of EDARBYCLOR for these challenging patients. The campaign created a buzz among reps and HCPs, increasing sales call detail times and helping prescribers identify patients with tough-to-treat hypertension in their practice. It also differentiated the brand from generics in a highly competitive market, significantly increasing weekly prescription volume.