The NUEDEXTA Perspectivers campaign was designed to increase awareness to a common, but relatively unknown condition known as PBA, as well as promote the solution in NUEDEXTA. It comprises of one cohesive message, delivered from three different perspectives—the patient, the caregiver, and the doctor. The version centered around Steve, speaks to the patient, the version from Deb’s perspective speaks to the patients’ caregivers, and the version with the doctor addresses both with the added authority of a healthcare provider. The spots would all eventually run concurrently creating a powerful, similar message with three different voices.

Upon launch, the campaign consisted of an array of marketing tactics including broadcast commercials, an all new website design, branded banner ads, a CRM email program, publication journal ads, and direct mail print pieces.