The ABILIFY MYCITE® System
In 2017, Otsuka launched the ABILIFY MYCITE System, a unique product that tracks medication ingestion, steps, and rest for people with major depressive disorder, bipolar I disorder, and schizophrenia.
At first, it was promoted as a way for doctors to ensure their patients were compliant.
There was just one problem.
Doctors didn’t really care that much about compliance.
In 2020, I led a team that relaunched the product with a new campaign. One that focused on a more exciting promise: the ability for both patients and healthcare providers to get greater insight into every moment of their lives, outside of the 20-30 minutes of an appointment.
See it for yourself.
The campaign begins with an image depicting the range of experiences that occur over the course of a month before resolving on the single day a person might see a doctor. The message is clear: one appointment a month only tells part of the story.
The website also includes a helpful video that explains how the system works.
In addition, we made a testimonial video featuring an actual patient using the ABILIFY MYCITE System to help people understand how it could help them.
