Synthroid® Advertising

A simple concept yields a memorable, generics-resistant position following its voluntary withdrawal of the cardiac drug Manoplax, Boots directed ProClinica to focus its promotional efforts on building the Synthroid brand image, as a protection against easy generics substitution.

The answer to the challege of indelibly characterizing Synthroid came during an internal ProClinica creative session, with the recognition that, unlike kidney, pancreas or cardiac failure, thyroid transplant was never seriously considered as a treatment for the condition. Reason: One Synthroid tablet per day completely replaces the hormone output of a failed thyroid.

Years after this campaign ended, and studies demonstrate improved generics, physicians and patients so strongly regard Synthroid as effectively a perfect replacement for a failed thyroid, and resist substitution.