Failure is not an option
Internal HCP Engagement Campaign for Heart Failure Indication Launch
Client
JARDIANCE (empagliflozin) is a leading type 2 diabetes and heart failure treatment, developed by Boehringer Ingelheim and Eli Lilly. It is part of a growing class of SGLT2 inhibitors and has demonstrated significant cardiovascular and renal benefits. As the brand expanded its indications into Heart Failure (HF), the need for effective HCP education and engagement became critical.
The Challenge
Ahead of the new Heart Failure indication launch, the JARDIANCE team needed to create an internal campaign focused on healthcare professionals (HCPs). The objective was to build excitement, strengthen understanding, and activate cross-functional commercial teams—ensuring that every stakeholder was aligned, informed, and energized to champion the new HF indication.
The Creative Idea
We developed “Failure Is Not an Option,” a bold internal campaign inspired by vintage military recruitment efforts. Framed around the idea of joining the fight against Heart Failure, the campaign positioned internal HCP-facing teams as “Heart Fighters”—individuals on the front lines of transforming cardiovascular care. The tone was motivating, strategic, and aligned with the brand’s serious commitment to patient impact.
The Execution
This campaign came to life through a wide array of branded, HCP-facing internal materials that blended vintage visual language with modern energy. Deliverables included:
Campaign Logo and identity system
Hero Poster with strong recruitment-era design
Teaser Postcards to build anticipation
Recruitment Sign-Up Boards for team pledges
Pledge Posters & Commitment Cards to drive active participation
Branded Swag (mugs, pins, dog tags, etc.)
Experiential concepts like parachute-themed desk drops and an HF recruitment booth to immerse teams in the campaign environment
The Outcome
“Failure Is Not an Option” sparked wide internal engagement among HCP-facing teams, transforming the launch into a collective mission. The campaign not only reinforced the urgency of Heart Failure treatment but also united teams under a clear, memorable message—empowering them to educate and activate healthcare providers with confidence and purpose.
