Acorda Therapeutics' latest campaign for Inbrija, a rescue med for Parkinson's, features patient-actors enjoying their hobbies. (Credit: Acorda Therapeutics)

Acor­da TV stream­ing ad for Parkin­son’s drug res­onates with view­ers

Acor­da Ther­a­peu­tics ex­ec­u­tives were think­ing about do­ing a broad­cast TV com­mer­cial for its Parkin­son’s drug In­bri­ja last year. How­ev­er, as its VP of dig­i­tal strate­gies Mike Rus­so point­ed out, it was “very very ex­pen­sive to do that.” So they looked around at oth­er me­dia op­tions — and found a sim­i­lar, but more cost ef­fec­tive strat­e­gy in stream­ing TV.

Acor­da shot a 90-sec­ond com­mer­cial and de­buted it across 50 stream­ing ser­vices in­clud­ing Dis­ney, Hu­lu and Para­mount in late March. It specif­i­cal­ly tar­get­ed self-de­scribed house­holds that were af­fect­ed by Parkin­son’s dis­ease. In con­junc­tion with the wide stream­ing ads, Acor­da al­so launched com­ple­men­tary dig­i­tal and so­cial me­dia ads to bol­ster its mes­sage.

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