Impax Epinephrine Auto-Injector

Phase 1: Taking On Mylan and Boosting Market Share by 600%


Reality testing: When the uproar over steep price hikes of Mylan’s EpiPen® took the national stage, most physicians and patients were unaware that an alternative auto-injector existed—one with the same active medicine as EpiPen, but at a far more reasonable price. Impax Laboratories, Inc., a company known for providing quality generics, needed to quickly reposition its Epinephrine Injection, USP Auto-Injector* as not only a safe and effective option, but as the affordable and available alternative.

Envisioning a new reality: Impax Laboratories, Inc. enlisted REALITYRx to quickly and effectively spread the word to both the professional and patient communities. The campaign needed to be comprehensive and far-reaching. The approach was bold: to channel the growing public frustration, and take the fight for market share directly to Mylan.

Inventing the reality: Images of real patients holding protest signs became the iconic visuals of the new DEMAND FAIR AFFORDABLE CHOICE campaign. The concept captures the real-life vulnerability and frustration of patients who find themselves struggling and searching for better access to a life-saving medication. For patients, the “Be Heard” concepts and protest imagery perfectly captured the mood—and in many cases, the reality—of the present moment. For healthcare professionals, the campaign served as a call to action—to support their patients by making Epinephrine Auto-Injector their GO-TO-CHOICE. The multi-phase, multi-channel campaign that followed was comprehensive, and included branded and unbranded web content, social media, DTC, PR, and convention presence.

Assessing the impact: Results were immediate and dramatic: in 2 months following roll-out, market share of the Impax Epinephrine Auto-Injector increased 600%.

EpiPen® is a registered trademark of Mylan, Inc. licensed exclusively to its wholly owned subsidiary, Mylan Specialty, L.P.
*Authorized generic of Adrenaclick® (epinephrine injection, USP) Auto-Injector.

Physician-facing Tactics

Wholesaler Programs

Web banners, eblasts and tele-detailing deliver the DEMAND FAIR AFFORDABLE CHOICE message directly to Cardinal HealthTM, AmerisourceBergen®, and McKesson® customers.

Experiential Marketing at ACAAI

The ACAAI convention panel urged physician attendees to sign their names, thereby involving them in the DEMAND FAIR AFFORDABLE CHOICE movement.

Press Kit

The fact sheet outlines the features, risks about the benefits of Impax Epinephrine Auto-Injector for external consumption.

Patient-facing Tactics

Sales Brochure

The sales brochure provides essential details on dosing, administration, state-by-state coverage, and patient copay programs to help guide HCP discussions and serve as a leave-behind.

Immediate Website Update

A temporary microsite serves up the key campaign messages while the finishing touches are completed on the new website

Public Relations Push

Press releases and media advisories help to define the discussion and broaden the reach for a newsworthy issue.

Impax Epinephrine Auto-Injector Campaign DTC Commercial

A broadcast spot giving voice to patients who were frustrated by the price hike of Mylan’s EpiPen, highlighting the need for an affordable alternative—the Impax Epinephrine Auto-Injector.

AmerisourceBergen is a registered trademark of AmerisourceBergen Services Corporation.
McKesson is a registered trademark of McKesson Corporation.

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