To get the attention from doctors to a new drug – Ultibro – for chronic obstructive pulmonary disease (COPD). Ultibro presents itself as a solution much more effective than the existing options, a “turn of the page” in treating this disease. Despite of the drug being great, to be able to reach the doctors doesn’t became any easier. Sales Representatives only have a few minutes of attention to present their products. It was necessary to create something that would help them in the task.

The history of a patient with COPD is one that keeps getting harder. The first symptoms of fatigue and short of breath evolve, in time, to almost complete immobility. Any task, no matter how small it is, requires a massive effort. This was a story we decided to remind the doctors of, with the help of a book that at each turn of the page, gets heavier.

The history of a patient with COPD is one that keeps getting harder. The first symptoms of fatigue and short of breath evolve, in time, to almost complete immobility. Any task, no matter how small it is, requires a massive effort. This was a story we decided to remind the doctors of, with the help of a book that at each turn of the page, gets heavier.

A highly positive feedback from the doctors had a direct repercussion in the prescription of Ultibro and, consequently in its sales. Portugal has reached the highest market share from all 26 countries where the product was so far launched.

Also in comparison with other respiratory products from Novarits, the highest market share for a product launch in Portugal was obtained.

In the first month of introduction, Ultibro reached a 2.7% market share, in the second month it reached 3.6%, in its third month of sales: 4.3%, and 4.8% and 5% in the fourth and fifth months. It kept always the highest market share in the world and it helped raise Novartis’ portfolio of COPD up to 17% market share, clearly bringing it closer to leadership.

The buzz produced by the book, not only influenced the product’s notoriety but it boosted the sales team motivation, making them further believe in the success of the launch.