Pharmaceutical Marketing

Whisper:::Period drama

‘That time of the month’ is one of its politer descriptions, but the onset of a woman’s period has neverbeen something for them to get excited about. Attempting to reverse this trend, Singapore-based hygiene brand, Whisper,

decided to try and improve women’s perception of their own menstrual cycle and in doing so build brand affinity.

Research conducted by global communications company, MS&L Singapore showed that only 22% of women were able to correctly identify the various stages of their own menstrual cycle. Not only was there a lack of understanding about the biological goings-on, a woman’s period was also seen as something of a taboo subject in Singapore.

To increase awareness, Whisper built a dedicated website, ‘Happy It’s Here’, that identified the various stages of the menstrual cycle and provides helpful tips and ideas of activities and exercises, such as kickboxing, that women can perform to help relieve their pent-up frustration. Visitors to the site are directed to aFacebook group where they can discuss why they are happy about the onset of their period as well as offer a sympathetic shoulder and encouragement to others.

The group currently has over 4074 members and is growing daily. Aiming to improve women’s perception of their periods is an ambitious campaign objective but if Whisper can pull it off, the public perception of its own brand will improve dramatically.

The Whisper “happy it’s here!” initiative aims to help young women embrace their womanhood by sharing the many positive secrets of the menstrual cycle and encouraging open conversations around it within a community of like-minded women.

Whisper is dedicated to creating happier periods for women. As the first to bring new and innovative feminine care products such as Ultrathin products and pads with wings, Whisper continues to play an integral part in the lives of women in Singapore and around the world.

Website:http://www.happyitshere.com.sg

Images above are from Happy it's here media and blogger reception

BRAND: Whisper

BRAND OWNER: P&G

CATEGORY: Pharmaceuticals/ Healthcare

REGION: Singapore

DATE: Aug 2009

AGENCY: Leo BurnetO

THER AGENCIES: ARC Singapore

MEDIA OWNER: Facebook

MEDIA CHANNEL

Kimberly-Clark:::Door-to-door healthcare

Healthcare is big business, particularly in the US. Kimberly-Clark wanted to reposition itself as the leading global provider in Healthcare Associated Infections (HAI) solutions and information. To do this, it needed to prove its knowledge to the people who would gain most from it.

Each year, over one million people worldwide acquire an infection in a hospital facility. Many of these infections could easily be prevented if the right training and equipment was provided to hospital staff, but hospital staff are notoriously busy and can’t afford time off for training and conferences. Kimberly-Clark’s solution - bring the training to the clients.

It took to the road in its HAI Education Mobile Classroom - a 45-foot customised coach – designed to bring the classroom setting to the door of healthcare partners. Equipped with 12 laptops, a server that ran multiple programs at multiple stations simultaneously, a speaker platform with large TV screen and a specially designed Kimberley Clark toolkit, the mobile classroom had all the elements necessary for healthcare facilities to implement their own internal HAI campaign. Two websites supported the healthcare tour, giving testimonials from those that had participated, tour locations and dates and media resources.

The tour was covered by 20 major medical publications giving Kimberly-Clark exposure to its target market. 6,500 Continuing Education Certificates were issued at over 70 locations. Overall perception of the tour was very positive: 99% of clinicians who participated strongly agreed/somewhat agreed that they felt more empowered to do their part to prevent HAIs; 79% of clinicians viewed Kimberly-Clark as a provider of Education and Information and 81% of clinicians agreed that Kimberly-Clark products and services help them do their job better.

BRAND: Kimberly-Clark

BRAND OWNER: Kimberly-Clark

CATEGORY: Pharmaceuticals/ Healthcare

REGION: USA

DATEFeb 2008 - Dec 2009

AGENCY: Vivid Marketing

AMEDIA CHANNEL

Sara's secret: Stop vegetable abuse

Agency: Dieste

Colgate Sues J&J, Chattem for Using the Word 'Total'

BATAVIA, Ohio (AdAge.com) -- Use of the word "total" on package-goods products is getting out of hand, according to Colgate-Palmolive, which now is waging total warfare in court against two oral-care competitors using the same name as its toothpaste brand.

Colgate is looking to bar product names such as Listerine Total Care.

As multibenefit products became all the rage in package goods in recent years, the word "total" has become commonplace on products throughout the store.

Looking to stem the tide at least in oral care, Colgate-Palmolive Co., which launched Colgate Total toothpaste in 1997 in the U.S., filed two nearly identical lawsuits Friday in U.S. District Court in New York.

Colgate is alleging trademark infringement involving "Total Care" variants from Johnson & Johnson's Listerine and Chattem's Act, both launched in February. What's worse, according to Colgate, is that J&J also intends to launch "Total Care" products in dental floss and toothbrushes this month under its Reach brand.

They're not to be confused with Procter & Gamble Co.'s Tide Total Care, launched last year, which apparently avoids conflict with the Total toothpaste trademark because it's not an oral-care product.

A spokesman for J&J declined to comment. Chattem didn't return a call for comment by deadline.

Colgate said Total toothpaste has had more than $3 billion in U.S. sales over the past 12 years and generates nearly $1 billion in sales globally each year.

The company is seeking injunctions barring the sale of the Total Care products, plus tripling of unspecified damages for trademark infringement, unfair competition and dilution of its trademark.

Tinactin :::Beware the Smelly Foot

Tinactin, an over the counter anti fungal treatment produced by Schering Plough Corporation, is being promoted in the Philippines with a print advertising campaign featuring boots. Two print advertisements, “Barbed Wire” and “Chains”, each show a boot with the warning, “Beware the Smelly Foot”, and the name of the active ingredient Tolnaftate.

Credits

The Tinactin campaign was developed at DM9JaymeSyfu, Manila, The Philippines, photographer Paolo Gripo.

Tampon “drop” stunt

Libresse Tampons shower Dutch beaches in little pink parachutes

Brand: Libresse Tampons

Geography: Holland , June 2009

Objective: to remind all females on the beach that their best bikini friend is the good old fashioned tampon

Insight: The idea came from recent research that showed only one in seven women actually go to the beach when aunt Flo is visiting. Libresse wanted to remind girls of the practical side effects of tampon wearing, like the ability to take a swim. Dear Libresse, that's not actually why we avoid the beach during the moon-phase, but I'll give you ten points for effort

Action: Over 3,000 little pink parachutes with "emergency supplies" were air dropped down on the beaches, and women scrambled to get their cute free samples

Results: all targets were reported “Direct Hit”

I love my acne...

From South Korea, a website with a nice interface to talk about a topic that is not so nice: acne. Cleocint is an antibiotic used to treat the problem, and as you can easily imagine, it is not an easy product to promote. Usually to talk about pimples agencies either come up with something extremely funny (and disgusting) or extremely serious. In Cleocint's case we see a different approach, probably more childish, but surely interesing and definitely not disgusting. The interface Everything is pale yet calm and reassuring. and on the Cleocint website the feeling there is understanding and support to fight it.

Vaseline - Resilient / Skin - (2009) :45 (USA)

The ad shows surface materials wasting away, even the toughest materials like steel and wood.

Credits:

• Advertising Agency: Bartle Bogle Hegarty, New York, USA
• Production Company: Park Pictures, Bicoastal
• Post Production Company: MassMarket, New York, NY

Pfizer:::Combating conterfeits

Drug Company Pfizer decided to take the lead in fighting against the availability of counterfeit drugs over the internet. As well as costing Pfizer money every year, the counterfeit drugs often cause long term side effects and in some cases death for the recipient.
Tens of thousands of people are thought to have bought fake drugs over the past year as awareness of the problem, and media attention on it, has been historically low. Pfizer decided to shock people into taking the problem more seriously.

Its multi-platform campaign ran with the central image of a rat coming out of a person’s mouth. The ‘regurgitated rat’ campaign was rolled out across TV, cinema and in the press. In order to reach those most likely to be purchasing counterfeit drugs, the online community, Pfizer re-directed users searching under health and medical terms to a dedicated website giving information about illicit drugs.
The website generated over 50,000 clicks and an estimated £2 million worth of PR surrounding the campaign was generated from the initial £300,000 spend. 9 million people viewed the cinema adverts, ROI was 660% and counterfeit medicines are much higher up the agenda of all audiences.

BRAND OWNER:Pfizer

CATEGORY:Pharmaceuticals/ Healthcare

REGION:UK

DATE:Jan 2009 - Jun 2009

AGENCY:Universal McCann

MEDIA CHANNEL

Beechams:::face the day

Nobody buys cough medicine when they feel well. Nobody wants to even think about colds when they’re warm in the sun. Beechams knows that. So, to make its adverts more focused, it needed a way of targeting people that have flu, or are on the verge of coming down with it.

Recent advances in digital out-of-home advertising technologies have allowed much greater flexibility for brands in their advertising strategies. Beechams, determined to make the most of this, tailored its all-in-one flu remedy campaign to be temperature-dependent.

Using JCDecaux’s 17 digital screens spread throughout London, they rolled out ads during December. However the ads were only shown when the temperature dropped below 10 degrees, information from the met office allowing them to screen adverts when people were at their most receptive.

The campaign achieved huge amounts of PR. It reinforced the core brand message – that Beecham’s helps you face the day, no matter how inhospitable that day may be.

BRAND:Beechams

BRAND OWNER:GlaxoSmithKline

CATEGORY:Pharmaceuticals/ Healthcare

REGION:UK

DATE:Jan 2009 - Feb 2009

MEDIA AGENCY: Kinetic, MediaCom

MEDIA CHANNEL

Condoms for Trouble Makers

Wptt Contraceptive in China have won awards for their package design in a range of advertising and design award shows, most recently a Yellow Pencil at the D&AD Awards held in London this last week. Condoms are labelled with the portraits of national leaders who have been regarded as as trouble makers: Adolf Hitler, Sadam Hussein and George W. Bush. Who would you say the fourth is? “Such tragedy could have been avoided” is the tag line designed for leaders who have overseen military invasions of other countries.

Quzhou Seezo Trading’s Wptt Contraceptive is a brand known for novelty and humour. This particular packaging was part of a move to create a new level of visual impact. The objective was to emphasize the high contraceptive effectiveness of the products by indicating the painful consequences of having sex without a condom. According to the creative agency’s award entry explanation more than 100,000 people have used the condoms and the sales increased by 21%.

Credits

The WPTT campaign was developed at Hantang Communications Group, Shanghai, by creative director/designer Wayne Huang, art directors Eden Cheng and Jing Wang, copywriters Eric Shang and Jie Tao, designers Joy Huang and Matin Ma, illustrators Nanu Wang and Ru Zhang, photographer Eric ShangGuo Kui, account handler Tommy Tao, brand manager Jack Tan, marketing manager Perry Ma.

The WPTT campaign also won a Silver award for Package Design at the London International Awards in 2008.

See also the Doc Morris campaign featuring Hitler, Osama Bin Laden and Mao Tse Tung, withdrawn after complaints from Chinese bloggers, but still online at Adfreak.

Post from: The Inspiration Room Daily

Using social media in increasingly potent ways

Josh Bernoff is Vice President and Principal Analyst at Forrester Research and co-author of the book "Groundswell." Keynoting this week's Interactive Advertising Bureau's Social Media Conference, he discussed how major marketers like Procter & Gamble are using social media in increasingly potent ways. With the social community effort detailed here in this video, P&G significantly increased sales of its tampon products.

the Arabic version

http://www.beinggirl-kalambanat.com/main/home.php

Band-Aid:::Stuck on me

Johnson & Johnson’s new Band-Aid Perfect Fit bandage was a high-tech adhesive plaster that used advanced Japanese technology. Band-Aid wanted to launch the product in a way that would remind one generation of a trusted brand they grew up with and win over a whole new one.

Band-Aid decided to reintroduce a much beloved and previously successful brand jingle “Stuck on Me” to a new generation of Canadian families. Band-Aid products are usually purchased by mothers during the summer, when outdoor activities are in full swing. Band-Aid decided to team up with Canadian Idol, the top-rated music show in Canada to launch the Perfect Fit plaster. It launched a nationwide talent search that would offer consumers the opportunity to give the Stuck on Me jingle a musical makeover. Canada would then vote and pick a winner online. A series of TV spots were created  that mimicked Canadian Idol’s talent search, featuring performers singing their own rendition of Stuck on Me. All communication drove people to Stuckonme.ctv.ca and encouraged families to audition by recording a video and uploading their performance to the website. As an added incentive, the winner would receive a holiday for their family.

As a result Stuck on Idol became the most successful cross-promotion in the history of CTV. There were more than 155,000 this and 13,000 votes on the stuckonme.ctv.ca site. The brand experienced a $5.3 share gain.

BRAND

Band-Aid

BRAND OWNER

Johson & Johnson

CATEGORY

Pharmaceuticals/ Healthcare

REGION

Canada

DATE

Jun 2008 - Jul 2008

MEDIA AGENCY

Universal McCann

MEDIA OWNER

CTV

MEDIA CHANNEL

Pearle:::Steamy room

BRAND OWNER:Pearle 

CATEGORY:Pharmaceuticals/ Healthcare 

REGION:Belgium 

DATE:May 2009 - Dec 2008 

Contact lenses are often seen as the more aesthetically pleasing alternative to glasses, but they are not always seen as being more practical. 

Optician brand Pearle was keen to emphasise the benefits of wearing contact lenses to those who are attached to their spectacles and encourage trial of their daily and monthly lenses.

Pearle created a web-based game at thesteamyroom.be which illustrated the merits of wearing contact lenses. But rather than looking at the comfort of wearing contacts, Pearle took a more humorous angle. Players get to select whether they want to check out semi-clad men or semi-clad women and then enter the respective changing room with a first-person viewpoint through a pair of rimmed glasses. As soon as you enter the room and start to see tantalising glimpses of flesh, the glasses begin to fog up and they require frantic polishing with the mouse curser to clear the view. The message reads: “there are moments when it’s better to wear contacts”. The site has a viral element encouraging users to share the game and also offers free trials of the contact lenses.

A Day in the Life of...♀| Lactacyd TV Spot

Hansaplast::: Marching blisters

BRAND OWNER:Beiersdorf
CATEGORY:Pharmaceuticals/ Healthcare
REGION:Germany
DATE:Apr 2008 - Jan 2008


Special plasters for blisters are a niche product. Hansaplast had been mainly targeted at women to help them adapt their new shoes but the product was also suitable for other groups.
The Beiersdorf brand needed to ensure potential customers didn’t use less specialised products when they needed protection from blisters.
It identified new army recruits as a rich potential market – around 60,000 young men join the German army every year and undergo a gruelling fitness programme for nine months.
Their best friends will not only be their fellow recruits but also the boots that will carry them through the miles of route marches and exercises.

They need blister plasters just as much as they need the rest of their uniform.
And with extreme experience of the pain of blisters they would become advocates for the benefits of Hansaplast both in through the army as well as to their civilian friends.

The brand decided that each new recruit should receive not just a sample pack but also information on how to treat blisters.

Each quarter 35,000 sample boxes, including a camouflage sample were handed out.
Questionnaires revealed 40% satisfaction rates with the blister plasters and there was also a significant boost in sales at barrack shops, which rose permanently by 15%.

Arimidex:::Celebration Chain

BRAND OWNER :AstraZeneca
CATEGORY :Pharmaceuticals/ Healthcare
REGION:USA
DATE:Oct 2007 - Apr 2008

AstraZeneca wanted to build an online tool for the breast cancer community to celebrate and support its patients and survivors. One of AstraZeneca’s cancer drugs is Arimidex, which is indicated for early and advanced breast cancer.

The aim was to raise awareness of Arimidex and AstraZeneca and demonstrate the company’s commitment to breast cancer and provide charitable contribution to advocacy groups.
Celebration Chain represents individual women who are united by an experience with breast cancer. Friends or family who want to honour a breast cancer sufferer can choose an avatar or “celebration doll”, a simple, whimsical, and endearing rich-media animation that reflects a patient/survivor’s personality. They can then send the doll to their loved one via email to create a celebration chain. For every new doll created, AstraZenece donated $1 to charity. Other friends can also create their own “celebrations” in support of the cancer patient. The idea is to act as a supportive network for the women being treated for breast cancer. The idea spread virally and was picked up by bloggers who endorsed the Celebration Chain.
As of February 2009, over 17,000 celebrations had been created, and many more (90,000+) had visited the site to view them.

Heineken – Club Beertender (Netherlands)

Client name: Heineken
Category: Loyalty & Long-term Umbrella Campaigns
BACKGROUND
Heineken developed the 'BeerTender' together with Krups. It's a home-tap system for beer, with which you can tap your own glasses of Heineken's best beers: Heineken, Amstel, Amstel Bock, Amstel 1870, Brand, Wieckse Witte, Murphy's and Affligem.

Beertender was introduced in 2004 as the first system that could provide you a fresh cold beer at home. It's a better experience for the consumer and a chance for a better market share for Heineken.

The product experienced a healthy sales growth (200,000 in 2007).
Slowly, the BeerTender sales are decreasing. Everyone who wants a BeerTender already has one and there are not many new customers. Also, the amount of casks is not in line with the amount of
BeerTenders sold, which suggests a lot of buyers are not using their BeerTender anymore.

The system quickly becomes – without any further promotions – a tap for special occasions and disappears into the closet or garage. BeerTender also suffers from heavy competition of the PerfectDraft, a similar tap from Philips.

The further increase of brand-awareness won't lead to increase of sales of BeerTender, and BeerTender sales don't automatically lead to an increase in sales of casks.

OBJECTIVES
Create a platform to regularly communicate with BeerTender owners and to encourage use of their BeerTender. The goals attached to this platform:

• Building a database of BeerTender users through self-registration
• Measure the communication effects to cask sales, with goal of increasing cask sales to Club members by 25%
  

STRATEGY
The target audience is (mostly male) BeerTender owners. Age doesn't matter, but the communication is aimed at men, aged 25–55, with a strong affinity with football and music.

We chose a structural communication- and loyalty program for BeerTender owners: Club BeerTender. The program stimulates the owners to re-use their BeerTender and encourages them to increase its use. Club BeerTender should also create a special bond between BeerTender owners.

The program has three pillars:

1. TO BRING IN: get to know the BeerTender users.
2. TO BIND: figure out purchase behaviour, using codes. Always give a reason to register these codes.
3. TO FILL: increase sales by using special sales promotions and reach the volume goal of 2007.
   

The Club gives you something directly, there's no need to save tons of receipts to get anything. Members get rewarded in both emotional and economic ways. The following incentives are used:

• Discounts
• Privileges
• Chances to win
  

Examples of privileges: free cask on birthdays, preferential tickets for football matches. Discounts on football tickets, concerts and BeerTender merchandise. Also, with each registered cask consumers had a 1/10 or 1/15 chance of winning “money can't buy” prizes like flying an aircraft or driving a Formula 1 car.

Media:
Current databases, BeerTender sales (utilizing the Krups sales data), BeerTender packages and casks
Other Heineken SKUs
Print media and a banner campaign
Club BeerTender members encouraged to refer other owners

Budget
Radio 9%
Direct Mail 33%
Online 30%
Print media 1%
In store communication 8%
Promotional products 19%

CREATIVE STRATEGY
Club BeerTender is about more than just a device you fill with casks. Club BeerTender is about the ultimate beer experience: being able to get the most delicious beer freshly out of the tap, at home! Heineken supports Club members, but moreover, Heineken makes sure it's more fun using your BeerTender.

Club BeerTender reinforces the relationship between Heineken and the consumer, and gives customers the recognition they deserve. By asking for specific preferences and interests, the communication becomes personal and relevant.

In the welcome-pack, after registering the first cask-code, the new member receives the BeerTender apron, to reinforce the “being-home” feeling. This also goes for discounts and the prizes members can win. Some merchandise is also personalized with favourite football-clubs, which makes Club BeerTender very personal.

Within the concept, the various beer brands (Heineken, Amstel, Brand) get the possibility to reinforce their individual brand feeling. For example via the Brand Brewery Days, the Amstel Live Concerts and the Heineken Music Hall.

Monthly emails are being based on the preferences of the ClubMembers, to continue to motivate the purchase and registration of more casks, in order to win prizes or to obtain further discounts.

A broadsheet to all distribution points explained Club BeerTender. By sending out direct mails with discount coupons, which could be checked at these selling points, the distribution channels were helping Heineken to sell more casks.