PM360 Greatest Creators June 2011

PM360's Greatest Creators Showcase

Blue Diesel
Merck MerckVaccines.com

Creative Strategy

Blue Diesel reinvented, from beginning-to-end, the online experience—evolving from a product-focused mentality (inside-out approach) to a truly customer-driven experience (outside-in approach)— all while enhancing the visual appeal and site architecture, and strengthening the already robust content offering. Blue Diesel also developed a prelaunch, integrated promotional campaign for the newly designed MerckVaccines.com to create excitement and begin communications about the new iconography and visual language that define the new customer-focused model. Post-launch, the agency rolled out a new messaging platform of multichannel and cross-channel initiatives to drive both awareness and traffic to the portal. The offline tactics leveraged innovative technologies, such as QR codes, to help blur the lines between the offline and online worlds, and create a memorable mobile video experience while delivering relevant content.

Results
Blue Diesel won the Merck Excellence Award for “Most Significant Customer Centric Initiative Produced in 2010.” In addition, the average visit time spent on the MerckVaccines.com portal increased to three and a half minutes. The first wave of the nonpersonal campaign—promoting the launch—rolled out in December 2010, yielding ~20% open rate and driving thousands of new visits. New registration through April 2011 is up nearly 40%. Ongoing Sermo research and additional usability testing are planned to take place in late 2011.

Account: Amy Hutnik, Kate Lontchar, Nancy Feiner, Jen Hunter, Jessie Katzbeck, Jacquie Perozze Creative: Dave Grillo, Craig Porter, Sam Cannizzaro, Stephen Deutsch, Colleen Swift, Mike Underwood, Emily Mengel, Bob Gettis, Lynsey Bohn, Rich Martin, Charlie DiSantis, Vanessa Rivera, Gabrielle Bennett Editorial: Gretchen Krause, Diane McMullin Development: Joel Gerber, Stephen McDonald, Eric Emmons, Bruce Hubbard, Eric Harms

Centron
CareFusion Corporation / ChloraPrep Patient Preoperative Skin Preparation ChloraPrep Billboard with QR Code

The challenge:
ChloraPrep is not widely used among surgeons, although it is available in hospitals and has a superior efficacy profile.

The campaign is designed to target “hard-to-reach” surgeons with the appropriate message in their work environment, since they play an important role in deciding which products are used in the operating room. To maximize awareness of ChloraPrep, we created a Gander OR Access Billboard that was placed above the scrub sinks outside operating rooms for optimal placement. The billboard communicated the benefits of ChloraPrep and included a QR code to make it interactive and expand the utility. The viewer can use a smartphone to scan the code and watch the “ChloraPrep Story” video on youtube.com (also serves as a measure- ment tool). The poster has been placed in 149 facilities (targeting general, orthopedic, and cardiovascular surgeons) for 3 months. The QR code will also be integrated into other efforts.

The billboard campaign went live on 4/1/2011. Metrics are in place on youtube.com to track viewership of the video. The initial response has been very strong and the viewership is continuing to grow at a steady rate.

YouTube video: http://tinyurl.com/42xhzxd

Anu Bhoopathy: Account Supervisor
Ray Cumella: SVP Account Services
Maria Fasulo: EVP Managing Director
Tom Ferrara: SVP Associate Creative Director
Craig Savage: VP Creative Group Supervisor
Dan Simon: EVP Creative Director

closerlook, inc.
Novo Nordisk A/S
NovoMedLink.pro mobileApp

Problem
In 2010, the Novo Nordisk global marketing team asked closerlook to help them develop a mobile application targeted at healthcare professionals (HCPs) around the world. As a world leader in diabetes care, Novo Nordisk had invested in building NovoMedLink.pro (NML.pro), an online portal that provides registered HCPs with access to information, tools and resources about diabetes for HCPs and their patients. The initial strategy was to use the content available on NML.pro to create a mobile app that would provide HCPs with resources and tools at the point of care.

Insight
We recommended a development strategy based upon the concept of “Build once. Deploy often.” This strategy called for the creation of a mobile app that could expand and grow over time. Additionally, the strategic framework of the app would be leveraged for affiliate markets to provide market-specific information based on the user’s location and profile so that Novo Nordisk could ensure that the content a given HCP accesses is appropriate from both a regulatory standpoint and a marketing standpoint.

Impact
Within the first week of launch, the NovoMedLink.pro mobileApp was selected for the high-profile “New and Noteworthy” list within the Medical category of iTunes Australia and iTunes Denmark, and is on track to exceed the client’s short-term download and registration goals. In early 2011, prominent HCPs provided feedback at an insulin summit. All of the interviewees found the mobile app valuable and a helpful aid to their conversations with patients. One HCP said, “Instructional videos are really useful when introducing the pens to newly diagnosed patients.” Another called the app “[a] great way to get their [patients’] attention.”

Jon Sawyer, Principal
Marissa Liesenfelt, Senior Account Manager
Janelle Fosenburg, Account Manager
Michael Tapson, Director of Technology
Todd Kneedy, Senior Technical Architect
Sheau Hui Ching, User Experience Director
Ryan Mason, Creative Director
Jeff Cenna, Senior Art Director, Interactive Lead
Charlie Smith, Senior Designer

Core-Create Boehringer Ingelheim / Catapres-TTS
Catapres-TTS Print Campaign

The greatest creations solve real problems. Catapres-TTS is an anti-hypertensive that was competing in a crowded and promotion-sensitive market. When Core-Create was brought in, sales were lagging and prescriptions were dropping. Despite reaching the mature stage in its life cycle, brand awareness was dismally low.

From our perspective, the brand had no identity. Previous promotions felt more like a laundry list of features with no clinical benefit for patients or any compelling reason for physicians to prescribe it. The brand needed a more compelling presence that could break through the clutter to reach the primary care audience.

We shifted the brand’s promise from “efficacy” to “compliance enhancement” and created an arresting visual that clearly represented the problem. Physicians immediately connected with our print ad because they could relate to this frustrating problem they experience with patients, and the brand’s patient compliance benefits provided a needed solution.

We drilled the message into the minds of the primary care physician audience through repeated exposures, including a substantial direct mail program that made an indelible impression on physicians with visually appealing graphics on die-cut mailers. Our success was measured against Catapres-TTS sales, which rose 74% over a four-year period.
Dorene Weisenstein Executive VP and Chief Creative Officer

Dudnyk
Cordis - Mini Crown Stent “Out on a limb”

Challenge
Cordis, an innovator of cardiac stents in the US, held 90% market share for several years. The introduction of competitive stents changed the stent landscape. The new competition had captured almost 85% share. This gave Cordis a quick lesson in the dynamics of their customers—new adopters need constant innovation.

Cordis introduced a second-generation stent, the Crown stent, but it failed to recapture their dominance of the market. The introduction of the new Mini Crown stent had to be different. The future of the company depended on the Mini making maximum sales impact.

Insight
A smaller stent would provide the ability to intervene in smaller cardiac vessels (3.25 to 2.25 mm), which so far had proved difficult and risky. Sizing and delivery in these vessels were big challenges. We positioned Mini Crown as the only stent that could work for this purpose—providing the ability to go down farther into branches of the heart where other stents could not go. For the first time, it was possible to go farther down the branch without risk—thereby going out on a limb.

Impact
The combination of stark visual and metaphorical headline scored big for Cordis. The Mini Crown launch campaign helped Cordis regain first position in the cardiac stent market, and more importantly, helped reposition Cordis as the cutting-edge innovator and communicator in the technology-driven cardiac interventionalist category—a reputation they retain to this day.

Barry Schmader, Executive Vice President, Chief Creative Officer
Creative Direction: Barry Schmader
Copy: Barry Schmader
Art: John Kemble
Marketing Manager: Sean Salmon

GA Communication Group
BioCodex - Florastor “The PRO’s Biotic”

BioCodex is well known outside of the US for its product, Florastor. A unique yeast- based probiotic, Florastor has been studied and trusted for over 50 years to help maintain digestive health. In the US, the company was faced with increasing consumer aware- ness and retail sales in a crowded market, while abiding to FDA regulations for dietary supplements.

To overcome the challenges, the GA Communication team launched a new campaign for Florastor: the PRO’s Biotic. Using big, bold type, the prefix “PRO” is highlighted in a simple and effective way to distinguish Florastor from all other probiotics. Plus, the campaign was designed to resonate with both healthcare professionals and consumers. As one of the leading probiotics recommended by healthcare professionals worldwide, Florastor is clearly the PRO’s choice. And, for the consumer, a PRO who successfully balances life, work and digestive health, only Florastor meets their expectations.

The PRO’s Biotic allowed Florastor to stand apart from all of the competitors. It elevated the serious and scientific history of this unique yeast probiotic, and it offered a sense of confidence to the consumer. As a result BioCodex gained success in the US probiotic market with new opportunities, and shelf space, at major national retailers: CVS and Walmart.

Dave Raube EVP, Chief Creative Director

Group DCA
Pfizer - Chantix (varenicline) Tablets Chantix eDetailing Series

Problem
While the difficulties in quitting smoking are well-known, navigating them sometimes proves difficult. Too often, these difficulties become an impediment to having the right conversations about quitting—that is, unless the HCP and patient both come to the table with the right information.

Insight
This series provides HCPs with the necessary information to help foster a discussion about quitting smoking with their patients. It also helps increase awareness of potential issues that may arise during the process of quitting with Chantix, in order to forestall potential interruptions of therapy and failed quit attempts.

Impact
Over a 12-month period, this program delivered:

• Targeted number of physician engagements;
• With the average participating HCP spending 8.7 minutes engaged with the brand’s entire message platform;
• Following a review of the Chantix eDetail, the number of self-reported physicians selecting Chantix as their first choice of suggested treatments increased by 34%;
• ...while their stated intent to prescribe Chantix to their patients increased by 60%.

GSW Worldwide
Dyax Corporation - Kalbitor
“When the Body Attacks”

Like all great creative, the Kalbitor “When the Body Attacks” campaign required champions throughout its development. The obvious ones were the creators themselves. The less obvious Great Creators are the champions in the brand team, behind the glass, up and down the client halls, and sitting in the approval chairs.

As the first commercialized brand for Dyax Corporation, the Kalbitor launch meant GSW Worldwide found itself helping define the company’s standards of creativity along with their new brand.

The challenge was both tantalizing and daunting: This new biologic therapy is for an underserved orphan condition—could we create enough drama to successfully launch the therapy while also creating awareness of the condition itself? All within a budget that was as modest as the patient population?

Over the course of several months, agency leaders re-presented the idea after it was “killed” by clients four different times in as many agency presentations. Eventually, Dyax brand leaders agreed to take the idea to research. Even when traditional scoring showed this idea didn’t necessarily “test the best,” those same brand leaders recognized the powerful connection it was making with audiences.

Target Audience: Allergists and Immunologists
Campaign Objective: “Own the HAE attack”
Creative Strategy: Highlight the importance of treating every HAE attack, regardless of location.

The business success provides confidence in the power of creativity:

• Kalbitor sales grew by 35% over the fourth quarter of 2010
• Patients with Kalbitor placed at a treatment site up 27% from year end
• Patients treating with Kalbitor up 64% from year end

Dave Sonderman, Executive Creative Director
Art Director: Mark Thompson
Copywriter: Pam Janco
Creative Director: Kevin Fox
Executive Creative Director: Dave Sonderman
Account Director: Tom Sawyer
Client: Paul Fletcher, Dyax Corporation

HCB Health
Alcon Surgical - AcrySof IQ
“AcrySof IQ Family Campaign”

Our client, Alcon Surgical, came to us with an interesting challenge. They wanted a campaign that would celebrate and reinforce their brand leadership in the Intraocular Lens category. Their product line, AcrySof IQ, is a market leader in IOLs. Competitors were creeping in, however, trying to take share by attacking different aspects of this innovative family of lenses.

They wanted a campaign that would communicate quality and innovation, but refrain from tearing down the competitors. So they asked us to develop an ad that would showcase the idea of “confidence” as that was/is the primary reason surgeons choose an AcrySof lens.

We spent time talking to the client and the surgeons to try to understand what “confidence” meant to them. In one of the interviews, a surgeon commented “even though he liked to try new things, when it mattered he always chose AcrySof.” Why? Because he trusted the lens and knew it would perform.

And so we developed this ad. It’s not a bold visual with a snappy headline. It’s the picture of a surgeon, relaxed, knowing he’s making the right choice when he’s going to operate on his mentor. What makes it good is its simplicity and more so, its restraint. It is the picture of peace of mind.
At a trade show, I heard a surgeon say to another, “They really nailed it”. That’s the best vote of confidence.

Nancy Beesley, Partner, CMO
Creatives: Mark Gillmore, Dave Walker
Account Leads: Amy Smith, Sarah Drake
Client Leads: Steve Speares, Seba Leoni

Ignite Health
Vertex Pharmaceuticals
BetterToKnowC.com

Vertex Pharmaceuticals needed an unbranded disease education website that would connect with hepatitis C patients and inspire them to learn more about the disease. Using authentic representations of the target audience, we created a concept that tied the determination of where they are now (as in the present) with where they were (in the past), emphasizing that times have changed. This concept was achieved through an engaging online destination for patients to learn and be aware of the various facets of hepatitis C.
Addressing issues from getting tested to talk- ing with your doctor, a linear experience was developed that involved mapping the patient’s journey and presenting relevant content along the way. Therefore no matter where patients are during the course of their disease, they are greatly supported because it is always “better to know.”

Les Yates, VP, Associate Creative Director
CD: Kevin Deegan
ACD: Les Yates
Snr AD: Raul Garcia
Copywriter: Nate Holley
Producer: Shannon Schofield
Account Leads: Paul Balagot, Jocelyn Farhangian, Bill Mason

Intouch Solutions
Abbott - Humira
“Rethink Your Expectations”

The goal of “Rethink Your Expectations” was to motivate Crohn’s disease patients to ask their doctor about Humira, a treatment for moderate-to-severe Crohn’s disease from Abbott. The “Rethink” campaign comprises banner ads, emails, direct mail pieces and brochures, as well as inter- active tools housed on Humira.com/Crohns.

Because Humira is a serious, “black box” medicine, one of our biggest challenges was conveying its risks while highlighting its benefits. We had to educate our audience about Crohn’s disease and how Humira offers the possibility of remission—and we had to do it in a way that would motivate patients to question their current treatment, rethink their treatment expectations, and take action.

Through research, we understood that Crohn’s patients work around their symptoms just to get through the day. This knowledge helped us create messaging centered on “workarounds” that resonated with our target audience—and helped them realize that with the right treatment, Crohn’s “workarounds” need not be a given.

“Rethink” has produced significantly higher open rates, click-throughs, and forward rates vs. previous email streams: click-throughs are double the historical average; forward rates are triple the average. Additionally, the tools have proven to be very engaging, with an average completion rate over 80%.

Marty Canniff, Creative Director
Angela Tenuta – VP Client Services
Marty Canniff – Creative Director
Molly Buczynski – Account Director
Svitlana Kochman – Senior Copywriter
June Lee – Art Director

LehmanMillet
The Institute for Pediatric Innovation
Time for a Change Campaign

It’s a sad little secret that pediatric patients are often underserved when it comes to developing healthcare solutions (they represent only 10% of the healthcare market, so they generate much less revenue for industry). The Institute for Pediatric Innovation works with clinicians, engineers and industry to develop healthcare solutions right-sized for the pediatric population. Even within the hospital consortium the Institute has created, there is a lack of awareness about the organization’s mission and process. Clearly the Institute required a campaign as aspirational as its mission. And who better to speak for the organization than its ultimate customers?

Liz Tufo - Account Manager
Jennifer Hruska - Planner
Eric Levreault- SVP, Creative Director
Chris Pinkham - Senior Art Director
Bob Shiffrar - ACD, Copy
Janice Moore - Senior Designer

RCW Group
Novartis Oncology - Afinitor
“Change tracks”

Novartis Oncology launched Afinitor in advanced renal cell carcinoma (aRCC) in 2009—fourth to market, second in the same class, with a second-line indication. After the initial launch, the campaign needed to both redefine an established treatment algorithm and differentiate Afinitor in an increasingly crowded marketplace.

The time between a sales call and an oncologist needing to write a prescription for second-line aRCC treatment can be months, so memorability and simplicity of message were key. The disease and the audience, however, required our tone to remain credible and clinical rather than being heavily promotional.

To overcome these challenges the brand team focused on the key benefit Afinitor offered patients—a proven treatment option after the failure of their initial therapy. This was visualized in a new, more dynamic image of the campaign’s core visual—patients changing from a train symbolizing their first-line therapy to the Afinitor train—while retaining the powerful call to action—“Change tracks.”

This campaign has been ranked in the top three most effective print campaigns in oncology by Cancer e-Search, and the sales aid helped establish Afinitor as the leading second and third-line treatment in aRCC.

VP/Group Art Supervisor, Deborah Maguire
VP/Group Copy Supervisor, Kurt Fried
Art Supervisor, John Goody
Copy Supervisor, Jonathan Wood
Art Director, Sarah M. Woolley

Saatchi & Saatchi Healthcare Innovations
VaxServe
“Painless”

For healthcare providers who immunize, managing vaccines is a complex job. Many factors add to the issues surrounding vaccine management, including administration indications, vaccine storage, inventory, supplies, and ordering. Immunizers often have questions and no one to turn to for answers. As the only medical supply distributor specializing in vaccines, VaxServe had a distinct opportunity to transform itself from an everything-for-everyone distributor to a more ownable place in the minds of immunizers: a vaccine solutions provider.

With the crowded distributor category, we had to change immunizers’ perceptions and elevate their standards. To do so, our branding solution had to be highly memorable while establishing VaxServe as the only vaccine solutions provider with the expertise to answer all their vaccine questions.

Delivering on the new brand promise of assurance, the “Painless” campaign resonates with immunizers and delivers the message with tremendous stopping power. Using syringes in the visual immediately linked immunizations to VaxServe. The combination of the playful use of animals with a compelling solution-focused headline leaves immunizers with a feeling that only VaxServe can take away their pain. The tagline, “VaxServe, Immunization Solutions and Supplies,” supports the overall rebranding effort.

Tina Fascetti EVP, Creative Director
Tina Fascetti, EVP, Creative Director
Josh Tumelty, VP, Associate Creative Director, Art
Emily Tallman, Senior Art Director
Michelle Casciola, VP, Associate Creative Director, Copy
Nancy Cavallo, Copy Supervisor

Topin & Associates
Lundbeck, Inc. - Sabril “Which Patient Will Sabril Fit”
The Sabril Challenge

© Lundbeck, Inc.
Sabril (vigabatrin) is an antiepileptic therapy from Lundbeck, which was proven effective in clinical trials for two forms of epilepsy. Though the drug does provide significant efficacy in a hard-to-treat population, it also comes with a risk of permanent vision loss (and accompanying black box warning), making it a challenging brand to market from the standpoint of both regulatory and physician acceptance.

The solution came out of a basic, simple strategy: help the prescriber find the appropriate patient for Sabril. We wanted the campaign to be honest in its approach and show that while the benefit may not be worth the risk for every patient, there may be a right “fit” in every physician’s practice.

So the “Which Patient Will Sabril Fit” campaign, using real patients wearing Sabril-branded hats, was born. The campaign, which brings patient stories to life rather than making grand claims, helps physicians see the dramatic difference the brand can make for the right patient. The campaign launched with print, Web, sales collateral, and a related Risk Evaluation and Mitigation Strategy (REMS) program for patients and physicians. And to help reps gain the time they needed for a meaningful detail, an iPad sales tool was developed. This tool allows reps to detail various clinical information as well overcome physician resistance by sharing videos of respected physicians discussing their experience with Sabril.

Tanja Noren, Account Director
Topin & Associates
Tanja Noren, Account Director
Tom Buhrmann, Senior Account Executive
Prill Nugent, Creative Director
Kelly Staunton, Creative Supervisor
Barclay Missen, Director of Digital Communications
Lundbeck, Inc.
Beth Dean, VP of Epilepsy
Mads Liebach Bjerregaard, Senior Director for Epilepsy Marketing
Amy Magro, Director, Epilepsy Marketing