In a category long dominated by the sleep aid Ambien, Galt Pharmaceuticals needed a disruptive way to get physicians talking about Doral. Instead of another clinical comparison chart, we built a pop-up storybook. Darkly funny and wildly unexpected for pharma, it turned Ambien into the villain of bedtime and positioned Doral as the story with the happier ending.
- Concept Development
- Storytelling & Copywriting
- Pop-up Book Sales Aid
- Leave-Behind Collateral
- Physician Engagement Strategy
- Product Positioning
Sounding the Depths
Discovery & Insights
Ambien, while widely prescribed, carries a reputation for bizarre side effects that physicians know well. That gave us the opening to frame Ambien as the monster in bedtime storytelling.
Plotting the Voyage
Strategy & Planning
Our strategy was to dramatize Ambien’s risks through memorable stories physicians couldn’t forget, then contrast those experiences with Doral’s promise of steady, restorative sleep.
Raising the Sails
Creative Expression
We developed a pop-up style sales aid titled ‘Ambien Is a Nightmare’, filled with twisted bedtime tales of Ambien’s side effects. Raw bacon binging, sleepless boxing matches and phantom monsters. The leave-behind flipped the narrative with a cheerful bedtime book that positioned Doral as the dreamlike alternative.
Adjusting the Course
Metrics & Refinement
The campaign was met with unprecedented engagement. Representatives reported higher recall, longer conversations and greater receptivity to Doral’s message.
“You guys totally blew us away. This is exactly what Wade warned me about with you guys, ‘expect the non-traditional.’ And I love it!”
Barry Patel
CEO and Co-Founder
