The drama and eye-catching nature of the wasp syringe was the right tone and the right metaphor to help patients begin a discussion with HCPs and ask for relief with SYNERA. It provided them with an idea of how to explain to their HCPs how they felt about injections—fear, anxiety, and even contempt—and reinforced that a solution is out there, they just need to ask about it.
The patient version of the campaign, the syringe wasp, was a complement to the HCP campaign that featured the sting of a scorpion. The patient version was a little less scary, but still as compelling, and featured a positive resolution—the patient being able to tell the pain to “buzz off” and the syringe wasp flying off.
It’s a problem setup and resolution approach that captured the need to take the sting out of needle-stick pain—and captured patients’ attention to encourage them to talk to their HCPs about SYNERA through a series of ads, banners, waiting room materials, and videos.