J&J/Janssen Healthcare Innovation looks to Bryant Brown for strategic and tactical planning, brand positioning and messaging, and design and copywriting for a wide range of tactics: patient and professional education, video production, and print and digital advertising.
Healthcare professionals need up-to-date tools they can use to educate bipolar disease patients and schizophrenia patients about their conditions, diagnoses, treatments, management of side effects, and ways to cope with triggers and relapses. Payers demanded these tools as part of a pull-through package for providers who prescribe J&J treatments for these conditions and for the patients who receive them.
Bryant Brown helped conceive and create the “Recovery4today” schizophrenia and bipolar disease program. Each program packages interactive content for nine 2-hour counseling sessions. Each session combines a book and video. Bryant Brown produced all the video, including hours of interviews with actual patients plus custom animation sequences. In version 2.0, Bryant Brown also developed an online learning platform that repurposes existing content into web modules (more than 140 in all) that enable patients and families to interact with information at will or at the direction of their physician.
These healthcare marketing programs have become the new standard of care for counseling patients with schizophrenia and bipolar disease. Following the lead of, first, the participants in the pilot program (which included Sharp Health System in San Diego and Mount Sinai in New York), then early adopters, more and more hospitals and health systems are now implementing the program.
J&J’s antipsychotic brands have succeeded as well. Invega and Risperdal are blockbusters in this space, each with annual sales exceeding $1 billion.