With many medications and medical conditions, people follow a predictable behavior that can be marketed to. With high cholesterol, a large percentage of newly diagnosed patients will resist a prescription, hoping to improve their condition with diet and exercise. When they finally go on a drug, they often stop when their condition improves.

For Pfizer we marketed Lipitor to the those unique behaviors with branded and unbranded campaigns that informed people about the risk factors of heart disease. When other drugs in the same category went generic, a defense strategy was employed to keep people from switching and users are encouraged to keep up their good results.

The net results were shortening the delay in accepting the prescription and improving the consistent and proper use.