Beecham asked Artaban to relaunch Relifex, a nonsteroid, anti-inflammatory prescription
has redefined the USP and proposed a novel approach in prescription drugs marketing
using an imaginary patient, Matilda, designed to match a typical patient's profile.
A series of personal direct-mail campaigns has been created, utilizing handwritten
letters and postcards. A year-long telemarketing and research campaign targeting
all general practicioners and rheumatologists in Hungary.
cost-effective campaign has increased Relifex sales in Hungary 25% each year
for the past three years.