prezista

Positioning, Brand Platform

For most AIDS patients, their healthcare providers have long-made all their drug decisions for them with little to no patient input. In fact, patients expect and have accepted inhibiting side effects as part of their treatment. Although they may be having technical conversations about their treatment with their healthcare team, they are often leaving out crucial quality-of-life and treatment-impact details that could suggest a more tolerable treatment.

This presented an opportunity to get patients more involved in their medication decisions, raise patient expectations and empower patients to be more vocal/create a deeper two-way discussion with their healthcare providers.

agency:  Deutsch/NY