Tritace was a 10-year-old prescription drug for hypertension nearing the end of its patent life when a clinical trial showed that in certain types of heart disease patients it could dramatically reduce the risk of premature death. A creative campaign was developed to help doctors identify and prescribe Tritace for these patients. Due to this campaign and support activity, Tritace sales more than doubled from £52m to £108m from July 2001 to January 2003