Nicotinell

On your marks, get set, smoke-free!

Challenge and Strategic Objective

Since August 2025, nicotine replacement therapy (NRT) has become reimbursable in Germany. Nicotinell aims to actively leverage this opportunity to increase both product usage and market share, while also strengthening the brand’s relevance in physicians’ practices. At the same time, smoking cessation remains a fragile process. Many smokers have already experienced multiple unsuccessful quit attempts, while others have simply been unable to afford nicotine replacement therapy as a long-term treatment option, given its previous out-of-pocket status. The new reimbursement eligibility has the potential to be a true game-changing moment. However, neither healthcare professionals nor patients are aware of this important development.

Idea

This new situation calls for a strong trigger. Many patients are already at the starting line, motivated to quit smoking and actively looking for support. With reimbursable Nicotinell, healthcare professionals can now fire the starting gun.

The campaign captures exactly this moment through attention-grabbing visuals and a clear, activating message that consistently focuses on the key news: reimbursement. A range of communication tools, including a Practice Starter Kit, help ensure that the diagnosis and prescribing process runs smoothly and efficiently within the physician's practice.