In the universe of epinephrine auto-injectors, EpiPen has been the leader forever. But patients suffering anaphylaxis often misuse it. An anaphylactic attack can be scary, and patients and caregivers alike may not take time to read the directions, as every second counts in moments like these.

My team at DigitasHealth brought Auvi-Q to market as one of the first legitimate competitors to EpiPen. It featured a form factor that slipped easily into a pocket or purse. More importantly, it featured voice instructions that calmly talked the user through the process, as well as visual cues to help ensure proper use.

We developed consumer communications that included a website, print ads, banners, CRM, a demo video, patient testimonial videos, HCP office materials, school nurse materials, and a 75-second TV commercial.