PROJECT BRIEF
Note: The pharmaceutical company and treatment mentioned in this assignment are fictional.
PRODUCT BACKGROUND
Targatech Therapeutics is about to receive FDA approval for its new treatment for osteoarthritis (OA), RELAVEVE (ombinophaphen topical patch). RELAVEVE is indicated for pain and inflammation caused by osteoarthritis. RELAVEVE is a patch that is applied to the skin and delivers a nonsteroidal anti-inflammatory drug (NSAID) directly to the area causing a patient pain.
Using a topical patch to treat OA pain may be preferable to taking oral NSAIDs for several reasons:
Reduces the pill burden of patients with OA
NSAID is delivered straight to the source of the pain instead of throughout the body, potentially reducing some of the negative side effects of NSAIDs
Pain relief starts faster (5-10 minutes) vs oral NSAIDs (~30 minutes)
A patch may also be preferred instead of topical NSAID creams and gels because:
It’s difficult to control the dose given in a cream or gel, leading many patients to put too much on and run out of their prescription quicker
Creams and gels can be messy
RELAVEVE is not the first patch to treat OA pain, but it offers some advantages over its competitors:
RELAVEVE comes in large perforated patches, allowing patients to select different sizes of patches depending on where the pain is. At its largest size, RELAVEVE can cover an entire knee. At its smallest size, it can be wrapped around a single finger joint
RELAVEVE is stretchier than other patches, allowing it to be worn over joints like the knee or elbow that are frequently used
PATIENT BACKGROUND
Some people develop OA as early as their 20s, but most patients with OA are older than 60. Many patients have other comorbidities in addition to OA. When it comes to OA, patients’ main goal is to get pain to go away or to get it to a manageable level. OA is a constant, irritating condition. Many older patients are frustrated about how OA keeps them from enjoying their retirement as much as they had envisioned.
The fact that there are so main pain relief options for patients to consider can be overwhelming. Many patients with OA feel that they need to wait for their doctor to tell them about new or different treatment options rather than proactively asking their doctor about a specific treatment, even if they are experiencing a great deal of pain.
Project Objectives and Deliverable Requirements
Write an email that Targatech Therapeutics will send to patients with OA once RELAVEVE is FDA approved. The email should announce the product’s approval, mention that it is to treat osteoarthritis and cover some of its key benefits.
To help patients who are hesitant to talk to their doctor about new or different treatment options like RELAVEVE, a doctor discussion guide has been created to help build confidence in these patients and to help them start a conversation about RELAVEVE with their doctor. The email you write will include a link to download the doctor discussion guide so patients can print it, fill it out, and bring it to their next doctor’s appointment.
The email should also mention RELAVEVE’s patient support program. The support program is designed to help patients using RELAVEVE with the insurance approval process and to teach them how to apply the patch to get the best results. Patients who enroll in the support program will be assigned an arthritis nurse advocate, a registered nurse who works for Targatech Therapeutics and will be the patient’s main point of contact with the support program. The patient support program does not have a name yet, so you will need to give it a name and tagline.
EMAIL REQUIREMENTS:
Two subject line and preheader pairs
Subject lines should be 50 characters or less
Preheaders should be 90 characters or less (including spaces)
Section 1
A main headline
Body copy (100 words or less) about the product
A call-to-action button/link that drives the patient to RELAVEVE.com to learn more about the product (the button/link text should NOT say “Learn more”)
Section 2
A headline about the doctor discussion guide
Body copy (75 words or less) about the purpose of the doctor discussion guide
A call-to-action button/link that downloads the doctor discussion guide
Section 3
A headline about the patient support program
Body copy (75 words or less) about the patient support program (the patient support program name and tagline that you come up with should be included in either the headline or body copy)
A call-to-action button/link that drives the patient to RELAVEVE.com to learn more about the patient support program (the button/link text should NOT say “Learn more”)