HCP Peak Week Campaign

Every September, asthma exacerbations surge across the United States, driving a predictable spike in emergency department visits. This increase is caused by a well-documented convergence of triggers like back-to-school viral exposure, heightened pollen levels, and lingering mold. Together, these factors collide during the third week of September, Peak Week, a moment clinicians recognize as the most dangerous time of year for asthma patients.

Triggers may be unpredictable, but Peak Week is not. That insight became the foundation of TEZSPIRE’s social campaign—and the reason it succeeded. Rather than reacting to exacerbations after they occurred, TEZSPIRE identified a clear opportunity to shift behavior upstream. The campaign reframed Peak Week from an unavoidable outcome to a moment providers could anticipate and prepare for. 

By partnering with trusted KOL voices, TEZSPIRE ensured the message carried credibility and relevance within the clinical community. These voices helped anchor the campaign in real-world experience, reinforcing that Peak Week is not a theoretical concept, but a shared and familiar challenge. Social channels were used not just to inform, but to educate and motivate. 
The social-first approach allowed TEZSPIRE to meet HCPs where they already were, delivering timely, relevant content during the exact window when awareness mattered most. The campaign aligned naturally with the seasonal rhythm of asthma care, making the message feel helpful rather than promotional. By spotlighting a predictable moment of risk, the campaign empowered providers to act earlier, think differently, and engage patients before symptoms escalated.