The Other Inheritance

Men think the worst thing they’ve inherited from their fathers is baldness. But that’s not the case. Novartis tapped into the one area where men already think about genetics—hair loss products—to start a conversation about Lp (a) So we turned shampoos, minoxidil, and hair loss treatments into a health initiative. Simple messages on the packaging and a QR code revealed the other thing you inherited from your father. Get tested for Lp(a) and receive a discount on hair treatments. The result? Millions of men walked in thinking about their hairline… and walked out thinking about their heart. Novartis may not have given them their hair back, but it did give them something better: more time.