A deep dive into brand and audience data revealed that medication is typically not the first course of treatment for those suffering diabetic nerve pain — many simply go undiagnosed all together out of fear for the healthcare system. This key insight allowed us to make the case for an unbranded partnership, easing regulatory and compliance restrictions slightly, with the primary objective of simply getting them to their doctor.

Leveraging Grey’s Anatomy creative alignment, scale, and impact, we developed a first-ever storyline integration to help Pfizer rethink how to build awareness for diabetic nerve pain amongst African-Americans through culture, a ground-breaking innovation for both the brand and category.