Direct to Consumer: No-Name Opportunity - Pharmaceutical Executive

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Direct to Consumer: No-Name Opportunity
Marketers are using unbranded ads to get across the right messages.


Pharmaceutical Executive


Raising Awareness

These two recent unbranded campaigns have proved to be effective in creating patient disease awareness. Here's a look at why they work, and why you will remember them.




This unbranded, DTC campaign created by FCB for Eli Lilly reframes the discussion around depression—by showing that it is an emotional and physical condition. It includes shots of depression sufferers with symptoms that affect themselves, and also their families and friends. Other shots from the ad show a man wincing as he grabs his shoulder, a child helplessly watching her mother, and a woman looking hopeless at the foot of her bed. It also directs consumers to http://www.depressionhurts.com/, where they can learn more about the causes of depression and about Cymbalta (duloxetine), Lilly's antidepressant .

CLIENT: Eli Lilly
EVP, DIRECTOR CONSUMER HEALTHCARE: Mike Rutstein
ART DIRECTOR: Cynthia Rothbard
COPYWRITER: Amelia Rosner
LAUNCHED: Early 2006
MEDIUM: Television




"We've had a lot of success getting consumers to our unbranded disease-awareness sites by using search-engine marketing and sponsoring key words," says Roberta Weinstein of Grey Healthcare. On http://www.aboutheavyperiods.com/, women who suffer from endometrial ablation, or excessive menstrual bleeding, can learn more about their condition, and about ways to change their diet or lifestyle to control the problem. Few visitors know the Web site is sponsored by Cytyc, a medical device company that makes NovaSure, a procedure to treat endometrial ablation.

CREATED BY: Summit Grey
SPONSORED BY: Cytyc
LAUNCHED: December 2005
MEDIUM: Web

Jeannette Park is Pharmaceutical Executive's special projects editor. She can be reached at


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