Rozerem

Takeda Pharmaceuticals North America (TPNA) is a subsidiary of Takeda Pharmaceutical Company Limited, a Japanese company with a history spanning more than 225 years. TPNA's growth to over 2000 employees in less than six years is largely due to the success of the company's first U.S. product, ACTOS, an insulin sensitizer for patients with Type 2 diabetes. In recent years, TPNA has launched ROZEREM and AMITIZA in the U.S. (Source: tpna.com)

At a high level, Takeda's Rozerem brand team wanted to increase brand impressions and build a database of physicians who have opted into a relationship with the brand. More specifically, Takeda's ROZEREM brand team envisioned a physician relationship-marketing program that would gather crucial physician-level data while delivering key product messaging. closerlook developed Rozerem One-on-One to meet the brand team's needs. The program consisted of three eDetails, an interactive game, a survey with real-time results, and an MDLinx news feed. To compensate for an industry-wide reduction in the monetary value of the gifts physicians would receive for completing eDetail programs, closerlook created a character named A Good Night's Sleep to narrate the eDetails.