Pharm Exec Ad Stars 2012 - Pharmaceutical Executive


Pharm Exec Ad Stars 2012

Pharmaceutical Executive

With that in mind, the image of the woman unzipping her affected skin and expressing contentment at the clearer skin underneath was chosen. The words in the ad—strength and simplicity—were selected to represent the brand, and are reflective of the ad itself. One clear image and two straightforward words, rather than several lines of copy, project the message that simple is better. "We sort of stepped back and said, 'Let's just put on the page exactly what we're trying to get across here, that we can deliver this powerful clearance in one product, once a day,'" says Sanzen. "And we were surprised how well, in our opinion, that simple copy married with the image, even without pushing it to be conceptually linked. There's something about the elegance of that image that shows that combination of power and simplicity." —JR

The creative team at Praxis created a campaign to raise awareness of Venus Study, a clinical trial that was recruiting women suffering from vaginal dryness. Because the clinical trial is ongoing, the client (a pharma company) who commissioned the campaign is still hush-hush, but the campaign material is anything but—it aims to get people talking.

The campaign consisted of brochures and posters at clinical trial recruiting sites, letters for physicians to send to patients who might qualify as trial participants, and laminated pocket cards for doctors to keep with them. But the bold image of the nail polish bottles with not-so-subtle labels such as "love hurts" and "burn baby burn" is the true conversation-starter amongst women. "At some point in our lives we've all, as women, painted our nails," says Liz Maimone, senior copywriter. "And that's very important, because makeup and beauty are things that make a woman feel confident, and these women are feeling very vulnerable—they're not feeling very feminine."

To settle on just the right image that would evoke that sense of femininity and also familiarity among women who suffer from vaginal dryness, Praxis went above and beyond the traditional focus group approach. Maimone says, "We want to know: What are people talking about right now? Not what are they saying in a focus group, but what are they saying to their friends, and to other moms or other grandmas or other women?" So Praxis did its research by using search engines and typing in the same terms that patients suffering from the condition would type in, visiting blogs and chat rooms, and reading what the commentors on online news stories were saying. "People like to talk; you just have to be listening."

Due in large part to the creativity of the campaign and its ability to catch the target audience's attention, the client surpassed its goal of enrolling 690 women in the clinical trial, ending up with 722 instead, and was able, according to Tricia Barrett, Praxis' VP, operations, to "close things down a month early." And as she reminds us, "In the world of clinical research—where on average, it costs around $50,000 a day to conduct a clinical trial—being able to save time is the name of the game." —JR


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