Specialty Dermatology
Sun Pharmaceuticals
Agency Partner: Calcium
Sun Pharmaceuticals Team Members:
Frank Righetti, Vice President, Business Unit Head – Specialty Dermatology
Susan Anderson, Head of Commercial Marketing – Specialty Dermatology
Jennifer Baldwin, Brand Marketing Manager – Specialty Dermatology
Chris Rigoliosi, Senior Brand Marketing Manager – Specialty Dermatology
The Specialty Dermatology Sun team had to simultaneously relaunch their established LEVULAN KERASTICK+ BLU-U brand with a metaphorical campaign while rolling out a humanity-driven campaign for ODOMZO, specifically for the dermatology market.
LEVULAN KERASTICK + BLU-U has been a long-standing, trusted solution for physicians in the treatment of mild to moderate actinic keratosis (AKs) for almost 20 years. But with their main competitor ramping up their promotional push to try and gain market share, the team was tasked to create a campaign that made LEVULAN look like the #1 prescribed photo dynamic therapy that it is.
The team developed a comprehensive marketing campaign that showcased the unique benefits and competitive advantages of the brand. Using extensive research and planning, they engineered and selected a winning creative concept that resonated with dermatologists. The creative execution featured a striking and confident puma to symbolize power. His laser vision symbolizes precision and clarity. The blue light helps to add urgency while creating brand equity in the LEVULAN colors. It’s paired with the headline “Strike with Confidence” to convey an emotional benefit to customers that stems from the technological and clinical benefits combined. Clearly, they hit the mark, because metrics show that despite an increased competitive share of voice, LEVULAN is still firmly #1 with high recall rate for the relatively new “Strike with Confidence” campaign.
At the same time, the team was also crafting a segmented narrative for their ODOMZO brand. At the feature level, ODOMZO boasts a lipophilic molecule for the treatment of locally advanced basal cell carcinoma (LABCC). The main benefit of that feature is different for dermatologists than oncologists, but messaging and visuals traditionally followed one shared narrative. The team recognized that for dermatologists, an impressive tolerability profile rises above a traditional efficacy-based story.
By creating a powerful and motivating branded mechanism of action (MOA) video, the team was able to highlight the advantages of a lipophilic molecule. They also created a patient case study specific piece that helped the sales force attach a human face to the condition. The artwork conveys a patient hiding their face from the shame with copy that is purposely empathetic and understanding. It shows that for patients who are already going through a traumatic experience, they should not have to suffer from additional treatment-related side effects.
These upgraded campaigns helped maintain market leadership for LEVULAN KERASTICK + BLU-U. Both brand’s efforts resulted in measurable increases in brand awareness and customer engagement.
