Healthcare - Rx - Consumer/DTC
Efforts for prescription required drugs that are directed to patients and/or consumers. Note: Entrants must detail any regulatory challenges that impacted the effort.
The objective of the Lamisil Tablets integrated campaign was to raise awareness and increase share by ending sufferers' misunderstanding of fungal nail infections, creating an urgency to treat, and establishing Lamisil as the intuitive cure. By personifying the infection with "Digger the Dermatophyte", the "It's Alive" campaign told sufferers, in an unavoidable way, that their condition was an active, live infection under the nail that could only be effectively treated with a pill-Lamisil Tablets.
Brand: Lamisil Tablet
Client: Novartis Consumer Health, Inc.
Agency: Deutsch Inc.
Asthma Was, Advair Is
Advair is a new product with a unique advantage: it treats both components of asthma. The problem was that few people understood that there were two components. Thus the competitor, Singulair, seemed more attractive because it was taken as a pill (rather than an inhaler). Our solution was an integrated education campaign that employed a range of media vehicles targeted to reach asthma sufferers at different points in the disease cycle. Thus Advair needed to educate them about the benefits of treating both components of their asthma -- something only Advair could do.
Agency: Ogilvy & Mather
G.A.D. Campaign: My Anxiety and What They Face
To sustain growth, Paxil had to expand the franchise into the General Anxiety Disorder segment where sufferers represented a larger portion of the U.S. population. This repositioning allowed the brand to tap into a larger source of business and helped Paxil achieve market share leadership, sales growth and preference in primary care physician offices. We developed a relevant advertising campaign that used a symptom based approach that coalesced an array of symptoms around a disorder allowing sufferers to self-identify and define the disorder.
Agency: McCann-Erickson New York