Inspiring Action Against Opioid Overdoses
Core Findings
Strategic reframing DRIVES CHANGE
Positioning around urgency created a new decision lens for prescribers
Creative that connects emotionally STICKS
Metaphors like drowning made the science relatable and memorable
Omnichannel ensures CREDIBILITY
Reinforcing the story across digital, live, and training channels built confidence
Differentiation is CRITICAL
In an entrenched market, bold positioning helps new entrants shift the standard of care
Situation
With overdose deaths rising and fentanyl fueling a worsening crisis, there was an urgent need for a faster, stronger solution. A new intramuscular naloxone therapy entered the market as the highest-dose option available, designed to act quickly and decisively.
Most first responders, prescribers, and caregivers assumed multiple intranasal doses were simply part of the rescue process. But every second lost during an overdose increases the risk of brain damage or death.
The challenge was to convince audiences that a stronger, faster, and longer-lasting option could change outcomes.
Solution
RevHealth was selected to develop and deliver a creative, omnichannel solution that changed perception and behavior.
We created a strategic positioning platform that shifted the narrative from routine dosing to life-saving urgency. To succeed against entrenched perceptions and a dominant intranasal competitor, the campaign needed to go beyond education — it had to reframe how stakeholders thought about rescue during an overdose.
Creative Concept: A drowning metaphor illustrated the immediacy of overdose. Just like drowning, the inability to breathe highlights a race against time — a relatable and visceral way to frame the science.
Message Framework: “Every minute matters” became the anchor, reinforcing the therapy’s speed, strength, and lasting effect.
Omnichannel Activation: Targeted decision makers with precision messaging, dramatized the rescue moment in a relatable way, and built confidence in use.
Results
The campaign broke through entrenched perceptions, establishing the brand as a credible alternative:
Engagement exceeded benchmarks, with strong search performance, low bounce rates, and hundreds of training device requests within the first three months
The creative struck the right balance between emotional resonance and scientific clarity, ensuring decision makers understood the therapy’s unique role in addressing the opioid crisis.