AstraZeneca Takes a New Advertising Approach to Engage & Educate Consumers


Michele Meixell

By Rod Wooten, Commercial Brand Leader, CRESTOR

Fun. Entertaining. Engaging.

These are not words typically used to describe commercials for prescription medications. In fact, some people criticize pharmaceutical advertisements, calling them boring or even inauthentic.

AstraZeneca believes responsible direct-to-consumer (DTC) advertising is integral to raising disease awareness, fostering patient education, enhancing the patient/physician dialogue and encouraging medication adherence. And we also recognize that consumers today need to be engaged differently. Ads need to be both informative and compelling to make a lasting impression and to effectively raise awareness of an issue or a treatment.

We’re pleased to announce that a new DTC television advertisement for
CRESTOR® (rosuvastatin calcium) will begin airing nationwide on October 4, 2013. This new ad, called SuperFan, uses light humor as a means to gain attention to the importance of managing cholesterol. The main character takes an interest in cholesterol management and CRESTOR like some “super fans” do for their favorite team, thus illustrating the type of engagement patients should have in their own healthcare.

We recognize that the tone and style of this advertisement is different from our previous approach to DTC. This is an intentional change based on market research, which indicated that patients, particularly high-risk patients with multiple health conditions, don’t always recognize the importance of treating their high cholesterol. Because high cholesterol is an asymptomatic condition, even when they do receive treatment, patients don’t ‘feel better’ and might not appreciate the benefits that treatment can potentially bring.

Additionally, we’re proud to have recently celebrated the 10-year anniversary of the US approval of CRESTOR and we are confident that the brand will remain an important treatment option for appropriate patients for years to come.

In other words, we see a lot more dancing in the SuperFan’s future.

When diet and exercise alone aren’t enough to lower cholesterol, adding CRESTOR can help. In adults, CRESTOR is prescribed along with diet to lower high cholesterol and slow the buildup of plaque in arteries as part of a treatment plan to lower cholesterol to goal.

CRESTOR is not right for everyone. Do not take CRESTOR if you are nursing, pregnant or may become pregnant; have liver problems; or have had an allergic reaction to CRESTOR. Your doctor should do blood tests to check your liver before starting treatment and if you have symptoms of liver problems while taking CRESTOR. Call your doctor right away if you have unexplained muscle pain or weakness, especially with fever; have muscle problems that do not go away even after your doctor told you to stop taking CRESTOR; feel unusually tired; or have loss of appetite, upper belly pain, dark urine, or yellowing of skin or eyes. These could be signs of rare but serious side effects. Elevated blood sugar levels have been reported with statins, including CRESTOR. The most common side effects may include headache, muscle aches, abdominal pain, weakness, and nausea. Memory loss and confusion have also been reported with statins, including CRESTOR. Tell your doctor and pharmacist about other medicines you are taking.

Please see full Prescribing Information.