TYLENOL

To jar loose a mindset that had been locked down since the 90s we reestablished our “way in” by elevating what’s relevant to HCPs vs what was relevant to us—their patients’ health risks.

It was a complete mind shift for TYLENOL. Reps needed to be retrained. Materials needed to be reworked—including their DSA—where we introduced a 360° navigation that covered every entry-point and bridge to enhance each sale opportunity.

We launched at AANP in Philly and experienced great results—a 37% lift in registrations from the previous year.