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Safety First

The aproach

There has been a request from the client to change the prescription habits of physicians. Although Eliquis is the only anticoagulant that demonstrated superiority in both stroke/systemic embolism and major bleeding vs Warfarin, physicians are reluctant to change, considering the stability of patients. Since Eliquis reduces the risk of stroke, we focused the notion of safety in the concept.

Client

Pfizer