The “Get Specific” campaign tackled a critical healthcare challenge: the patient-doctor conversation. Research shows these conversations can often be unproductive because of communication breakdown. Many patients lack confidence in being open with their doctors. This creates barriers that can limit proper care, leading to misdiagnosis, misaligned treatment goals and more. The campaign was designed to break down these barriers by providing patients with the tools and confidence needed to have more productive conversations with their doctors. We created Clyde the Guide. He’s the doctor discussion guide personified. He steps in with empathy and humor to provide guidance inspiration and practical tools that empower patients to speak up, get specific, and advocate for better care. Zoning in on the patient experience and the critical conversations that lead up to getting effective treatment, this campaign took a refreshing approach to how pharma brands can communicate with patients in a meaningful way and still see real results.