Pharm Exec Ad Stars 2012 - Pharmaceutical Executive


Pharm Exec Ad Stars 2012

Pharmaceutical Executive

"Schizophrenia is a devastating disease and can tear patients apart," says Melissa Bauer Smith, Account Supervisor from AbelsonTaylor. The ad aims to show that "with Latuda, although no cure, the patient may experience symptom improvement—enough so that he can potentially begin the process of reintegrating into his family and society." This idea of reintegration and of family comes through in the "after" image of the ad as well. It's important to note that Joe is not shown to be completely cured or whole again, but that he is noticeably improved, happier, and has his mother by his side.

About 1 percent of the adult U.S. population is affected with schizophrenia, says Jonathan Davila, Associate Creative Director/Copy. "Profound symptoms such as scrambled thoughts, severe paranoia, and auditory and visual hallucinations leave patients frequently unable to lead independent lives" or to maintain effective relationships with friends and family. But with Latuda, Joe is able to feel more like himself again, and his relationship with his mother here is strong. "Family members and caregivers play a crucial role in the treatment process," he explains.

The creative process, according to AbelsonTaylor, was aiming for five qualities: "relevant, distinctive, quick, emotional, and campaignable." The hundreds of initial ideas that are tossed around get narrowed down to just a few, and in this case, nine concepts were shown to the client, Sunovion Pharmaceuticals. Five of those nine were brought into initial testing. "From there we did three rounds of qualitative testing with U.S. psychiatrists and each time, 'Fragments' rose to the top," says Verna Semenik, Associate Creative Director/Art.

The Fragments campaign ran in psychiatry journals and also consisted of a professional website, convention exhibits, and interactive sales aids for pharma reps. And by all accounts, it's been a success: "According to follow-up market research, the image of Joe and his mother is highly recognizable, and psychiatrists have commented on its ability to portray the devastating nature of the illness," says Bauer. —JR

Abottle of wine shatters with explosive passion, and with it, some stigmas and misconceptions about chronic pancreatitis (CP) are destroyed as well. The striking imagery in the "Shattering Perceptions" awareness campaign from Palio gets its target audience—gastroenterologists—to look at a disease they think they know well in a new light.

Among gastroenterologist, says Tiffany Ryan, VP, account services at Palio, "there was a pretty prevailing myth based on their med school training and on their own experience that all CP patients were alcoholics. But our data showed that only one-third of CP diagnoses were actually linked to alcohol, and so the objective was to increase the diagnosis and treatment of CP by dispelling the common misperceptions that were serving as barriers" to proper diagnosis and care.


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