GSK - Coreg CR Pharma CRM Campaign

Inspire people to stick to a daily routine.

Coreg CR is a drug for people dealing with heart problems. AKA pretty scary stuff. In order for the drug to work, it has to be taken once a day. With the goal of inspiring users to commit to a daily routine and keep their prescription top of mind, we created The Once Daily program. Our research told us that these people were avid USA Today readers, so a newspaper format was the perfect way to grab their attention. Versioned issues of the newspaper were mailed in a tube to several customer segments throughout a year-long cadence. I think I probably ended up writing about two million articles, give or take a million. But it was all worth it because as soon as we launched we acquired a hearty 67,250 members.