Pharm Exec Ad Stars 2012 - Pharmaceutical Executive


Pharm Exec Ad Stars 2012

Pharmaceutical Executive

The image the creative team at Palio chose was intentionally dramatic. They could have gone with a glass of wine knocked on its side, perhaps, but the wow factor that draws the eye to the ad just would not have been the same. "We really wanted this to be dramatic, to get attention, and to dispel the myth," says Ken Messinger, Palio's SVP and creative director. "In fact, we had created a lot of different concepts that went into testing, but in the end it was the sheer stopping power of this image that was so critical to making sure the message was communicated."

In addition to the expected creative team for such a campaign, Palio actually has two MDs on staff that that worked with them throughout the creative process, to help them "better understand the physician mindset," says Ryan. "Especially on a disease awareness campaign, I think that the cross-functional collaboration and understanding the science and clinical studies—as well as the current physician perceptions—is really key to generating a strong creative idea that can move the needle with physicians."

"Essentially, the goal is to shatter the misperception that most CP patients are alcoholics who did this to themselves," says Ryan.

And according to Messinger, it's working. "It's captured a lot of attention from physicians," he says. "Just hearing feedback anecdotally from sales reps, it seems like it's opening up physicians' eyes to the fact that what they've learned about CP patients all this time is not necessarily what's really happening." —JR

Concentric Pharmaceuticals had a challenging task when creating an ad campaign for LEO Pharmaceuticals' Taclonex, used to treat psoriasis. The campaign, aimed at dermatologists, needed to convey that Taclonex is unique—it's a topical that acts as a "combination" product, whereas most other treatments on the market are dual treatments that require alternating between a steroid and a vitamin D product. Because switching back and forth between the two traditional treatments, as most patients do, comes with a heap of side effects each time a patient goes on or off one of the two drugs, and because of the complexity of the treatment regimen, Taclonex has the potential to improve medication adherence by eliminating perceived barriers such as certain side effects and having to remember to switch on and off different medications.

But, according to Michael Sanzen, founder, co-CEO, and executive creative director at Concentric, the selling power of the dual-action treatment alone is just not enough. "Earlier campaigns had really focused heavily on the value of it being a combination," he says. "But what we learned over the years is that dermatologists are very, very conscious of their patients' level of satisfaction. Walking through the clinical story of the two-in-one wasn't really enough to convince them that this topical experience was going to be much better than their previous topical experiences."


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