SmithKline Beecham asked Artaban to relaunch Relifex, a nonsteroid, anti-inflammatory prescription drug.
Artaban 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.
The cost-effective campaign has increased Relifex sales in Hungary 25% each year for the past three years.