Vraylar: Neuroscience Product Launch

The approach centered on identifying and engaging psychiatrists who maintained active professional social media presences and demonstrated thought leadership in bipolar disorder treatment. Allergan created a secure digital platform for scientific discourse, facilitating peer-to-peer discussions about bipolar disorder management while collaborating with DOLs to create educational content focused on disease state awareness. The strategy proved effective, resulting in increased digital share of voice in bipolar disorder conversations, higher engagement rates among psychiatric professionals, and an expanded digital footprint across professional platforms. Key to this success was the authentic selection of DOLs with genuine expertise and credibility, strict adherence to compliance guidelines, and strategic focus on professional networks over general social media. The campaign demonstrated how pharmaceutical brands could effectively engage DOLs while maintaining compliance and scientific integrity, establishing a blueprint for future digital engagement strategies in the pharmaceutical industry.