Ad Stars 2011 - Pharmaceutical Executive


Ad Stars 2011

Pharmaceutical Executive

Less Stop. More Go!
Wedgewood Communications

CLIENT: Watson Pharmaceuticals
BRAND: Rapaflo
AGENCY: Wedgewood Communications
CREATIVE TEAM: Tom Timko, chief operations officer; Keith Testa, executive creative director; Beth Mack, associate creative director
LEFT TO RIGHT: Beth Mack, Tom Timko; Keith Testa

Some things never go out of style. You hop in the car, pick up your girl, throw on some tunes, and cruise. In high school you could drive as far as your gas tank would let you. But as men get older, some can only go as far as their tank will let them. For men affected with benign prostatic hyperplasia (BPH), they desperately need to "stop the go" so they can get a move on.

"It all started with the patient experience, " says Tom Timko, vice president of operations at Wedgewood Communications, the agency behind Watson Pharmaceuticals' Rapaflo consumer ad campaign. "In just looking at all of the different symptoms that men suffering from BPH have to deal with, it was a sense of loss of control that certainly resonated the most—the frequency and urgency of having to go to the bathroom," continued Keith Testa, Wedgewood's executive creative director.

While the average age of a BPH sufferer is 65, roughly 50 percent of men over 50 are affected by the disorder. "The men we market tested this ad with literally said, 'I want to feel like I used to feel,'" adds Timko.

Watson saw this as opportunity in the market. "We knew that there was going to be a gap in the BPH market with Flomax going generic and Uroxatral about to go generic. And so we saw that now was the time to really start to try to fill that void through education. We wanted to do that in a targeted way—direct to the patient," says Lynne Amato, VP of brand marketing at Watson.

Initial response by men to the visual in the ad was literally, "I've been here before," noted Testa and echoed by Watson. It shows a middle-aged man, with his female companion of about the same age in a '64 Buick Skylark—"the car he had when he was younger," according to Timko—and touches on the embarrassment BPH can cause by literally putting the brakes on his life. It's a "lifestyle condition," as he puts it.

"If you just look at the headline, 'Avoid the Stop and Go of BPH,' it has two meanings. One is that he has to stop, get out of the car, and go, which is playful [on the act of] urination. He's got to pull over right away, and get out. But it also talks about the hesitancy of the disease. Many men with BPH, as they're urinating, have a flow that stops and starts again. ... The patient we're trying to reach is one that's going to see this image and stop because he recognizes himself within the ad," says Timko.

But education remains the watchword for Watson. "We wanted to educate patients on what the symptoms of BPH were, get them to seek care for the symptoms, and then make them aware that Rapaflo is a product available to treat those symptoms," continued Amato. "I think we found a concept that is certainly attention-getting. It sparked a lot of interest, so we think we'll run with it for a little while."

And as its intention implies: Less stop. More go! – JS


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Source: Pharmaceutical Executive,
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