Task  To open up a new “Hepatitis C treatment” market segment comprised of drug users requiring substitute medication as new candidates for PegIntron® and Subutex®. The objective is to convey general information on these new medications and to allay any uncertainties doctors may have about prescribing them.

Solution  Produce a newsletter with professional, scientific information and the latest health policy news in order to open up new target groups (including directors of correctional facilities). Produce a sales folder with product information as a sales pitch basis for outside sales representatives.