A breakthrough benefit demands a breakthrough campaign—one that stands face-to-face with patients and delivers the news about T2D and CV disease.

“JARDIANCE Asks” is a man-on-the-streetstyle campaign driven by a brand ambassador—a respectful, knowledgeable interviewer who engages passersby who have T2D. His conversational approach doesn’t treat the facts lightly, allowing the audience to consider what they have learned, which can be alarming, and personalize what that risk means for them. After explaining that T2D doubles CV risk, he delivers the good news: the lifesaving CV benefit of Jardiance. At the end of the exchange, it’s clear to the audience—it’s time to ask their doctor about Jardiance.

The campaign is centered on a two-way conversation between the patient and the brand: an open dialogue that encourages patients to continue the discussion with their doctors. This two-way conversation is reflected in all of our materials across all channels.

The “Jardiance Asks” campaign was brought to life through a multi-channel approach.

Our TV buy centered on awareness with extended reach. Jardiance Asks aired in June 2017 on all major networks (ABC, CBS, NBC) during daytime and primetime.

Our print work had a more targeted approach. Our print ad was featured in Diabetes Self-Management magazine, while our patient brochures were released exclusively in endocrinologist and cardiologist offices.

SEO, digital takeovers, and pre-roll generated further awareness, all driving traffic to Jardiance.com, where the brand story continues. The site’s interactive quiz, FAQs, and video features allow visitors to engage our brand ambassador and learn about T2D and CV risk.

The campaign also has an extensive support program consisting of email and direct mail correspondence for prospective and current patients.

“Jardiance Asks” started and continues that 2-way conversation, empowering patients to engage the brand as a knowledgeable authority, innovative leader, and supportive partner.

Cardiovascular risk awareness– Between CV indication approval and the launch of Jardiance Asks, awareness of CV risk factors increased from 63% to 84% among T2D patients.

Name recognition– Jardiance-aided brand awareness increased significantly following the launch of the full Jardiance Asks campaign, growing 22 percentage points by the end of August. This made Jardiance the second most-recognized brand in the category, with over 60% of the target audience aware of the brand.

Brand engagement– Patients who have proactively engaged with the brand by gathering additional information about Jardiance have doubled in the 2-month period following the launch of Jardiance Asks.

New prescriptions– By the end of August, Jardiance solidified the #1 position in new prescription market share, doubling the gap to the closest competitor. In the 2 months following the launch of the Jardiance Asks campaign, Jardiance market share grew to 45%, 25 percentage points ahead of the competition.