Not every advertising campaign is the same; there are good ones, bad ones, negative ones, and even viral ones….
Then there is Healthcare Advertising. Within healthcare advertising we also have good publicity, bad publicity, and even more so viral advertising, although everyone that has worked on the healthcare sector knows that it has its own set of rules.
I have been fortunate enough to work for over half of my career on healthcare advertising with pharmaceutical labs such as Janssen, Abbot, Astra Zeneca, Nycomed, Pfizer, GSK or Wyeth, among others.
And I say fortunate because you have to be very creative to work on such complex briefings, strict rules and specialized targets.
Currently I work as an Executive Creative Consultant with Janssen Spain in some of their best products, and verify something that I was already aware of: Healthcare Advertising can be as great as any other.
To create an interesting campaign it’s always better to have a story to tell. Well, with Xeplion, by Janssen, we had that premise from the get-go, when we were commissioned their star product launch in Psychiatry. It is important to mention that we had to follow international product advertising guidelines. Taking into account that we did not have any healthcare clients at the moment we had to prove very quickly that we knew and understood how to sell the product in a unique way, with a new focus and proposing original actions and pieces.
Always counting with the support of the lab’s marketing team, we proposed Ad pieces for the launch that no other country had proposed. Always respecting the international guideline, we evolved the concept to make it work in our favour. We tore down some preconceived notions, both with doctors and strategy wise, in regards to selling the product advantages.
And we succeeded in placing Xeplion Spain as a leader for Janssen in EMEA (Europe, Middle East and Africa).
To continue improving the positioning of Xeplion in the Spanish healthcare market, we decided to make the emotional benefits of the pharmaceutical as clear and evident as possible. Xeplion is a treatment for people that have a lifelong disease, and proper treatment can help people enjoy more fulfilled lives. The concept for this new marketing approach was: "A better future is already possible"
A better future for the patient, for their relatives, and of course, a treatment that is also better for doctors, who can now treat symptoms more effectively. We developed a battery of new concepts, new pieces and new images to launch this new positioning.
The idea was to create a series of stand-up comedy monologues with some of Spain’s best stand-up comedians. Informing, in a fun way, about the problems we could suffer with our liver because of neglect. And so, "Hi, I'm Your Liver", was born, a health prevention campaign totally different than anything proposed before. We reached the general population and our target audience via a series of monologues presented live throughout the whole Spanish territory, with interviews to renowned medical specialists in the cities where the monologues were performed.
All of this in conjunction with an online marketing strategy that accomplished over 6,000 followers on twitter, and more than 350,000 clicks on the star monologue of the series.
Not bad for that great unknown, the liver.
This is a small sample of some of the work developed for the healthcare industry in the last two years. I hope to expand this part of my portfolio very soon.