Be breakthrough by bringing a realistic, honest voice and human approach to DTC marketing in the diabetes space. JARDIANCE acknowledges the dedication to being healthy and managing type 2 diabetes--but also understands that you are human.

By leveraging real life, everyday challenges that people with Type 2 Diabetes face, Jardiance shows that, along with diet and exercise, we can help lower not only A1C but also help lower systolic blood pressure and help lose a little weight over time.

There’s a medicine that understands and acknowledges patients’ good work, and helps them face challenges head-on: JARDIANCE That’s Life.

Launched in September 2015, TV brings to life vignettes showing how, when faced with everyday choices and challenges, people can adapt and overcome—with diet, exercise, the support of JARDIANCE, and a little smile along the way. Print (October 2015) extends reach, building awareness by displaying relatable situations and offering a solution to overcome. JARDIANCE.com, with its curated collection of purpose-built content, offers a support program with an on-demand 30-minute consultation with a Certified Diabetes Educator—available at no cost to the patient.

To complete the surround sound, point of care placements via magazines, exam room tablets, and waiting room TV also reflect the campaign, while display ads and SEM/SEO establish an online presence as well.

The That’s Life campaign is off to a great start—highly successful in generating brand awareness and interest among type 2 diabetes patients. In the three months following launch of the campaign,

• 170% lift in Awareness since campaign launch (source: Added Value)

• NBRx has improved 127% from time of launch (source: Alliance Marketing Research)

• JARDIANCE market share has increased steadily reaching a campaign high of 11.8% in Q1 of 2016 representing the largest improvement in the category since campaign launch. (Source: Alliance Marketing Research)

• In its first week, the TV spot earned a place among the top most Shazaamed Ads of the year. (Source: http://clios.com/the-most-shazamed-ads-of-the-week-25/3718)

• The website has experienced a 163% lift in site traffic since campaign launch. (Source: Google Analytics)