Tablets hard to swallow? Now there is a choice.

Being on permanent medication is no picnic at the best of times, but if you’re one of the unfortunate people who have difficulty swallowing pills, you’ll know what a nightmare it can be.

So when Ferring Pharmaceuticals introduced a soluble version of Pentasa, a popular and effective drug for treatment of inflammatory bowel disease, they wanted to make a big noise about it.

New Zealand agents Pharmaco, commissioned Fuse to design an eye-catching and memorable direct mail piece to gastroenterologists throughout the country that would cut through the noise and get the message directly to the people who are making the prescribing decisions.

A diecut sleeve was created to hold a pull-out leaflet with all the relevant information. The sleeve featured spot overglossing on individual tablets and diecut holes revealed the metallic leaflet sitting inside.