Pharmaceuticals/Healthcare/Personal Care Products & Services

GOLD

GOLD

Client: 3M Canada Company

Campaign: Aldara Physician DRM

Agency: MC Healthcare

Creative Director: Dave Wright

Copywriter: Al Zizek

Aldara is the first in a series of immune response modifiers (IRMs) being developed by 3M, and is intended as a treatment for external and perianal warts.

The Aldara Physician campaign, which launched Aug. 15, 2000, aimed to inform target physicians of the availability of Aldara and to stimulate requests for sales representative visits, additional information and product samples. 3M hoped to introduce and promote the benefits of using Aldara, that it’s an immune response modifier, has low recurrence rates and the privacy of painless self-application.

Direct mail was used to ensure pinpoint targeting of those physicians selected from the IMS HEALTH database listing of all dermatologists, gynecologists and STD/Health clinics. The campaign execution consisted of primary offers, product samples and a representative visit. The field force for representative visits is the company’s most expensive sales resource, so targeting efforts to the most receptive audience was a top priority. A combination of proper targeting, an unsatisfied market and a strong offer were credited with generating exceptional demand for information. The representative visit rate exceeded expectations by 50%.

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