Best Overall Professional Print Campaign

Share this article:
Best Overall Professional Print Campaign
Best Overall Professional Print Campaign
Rewards the best series of ads for a prescription drug, medical product or service appearing in any medical journals or other periodicals.

GOLD AWARD
Draftfcb Healthcare and Centocor Ortho Biotech
2nd Thoughts


Judges admired Draftfcb Healthcare's use of black-and-white nude shots of people with severe psoriasis. Their faces aren't shown, but each person's body language depicts anguish. The copy suggests that considering Remicade earlier is right—and compassionate.

The images, in which large portions of each person's skin are covered in thick, scaly patches, are accompanied by such headlines as “At this moment, she'd try anything. So why not consider everything?”

“Brillant photography— very powerful and emotional,” said one judge. “Dark, dramatic photo imagery challenges the reader to do something,” another said. “Powerful!”

“Horribly beautiful,” noted a third, while a fourth praised the “clever copy approach.”

Despite Remicade's market-leading efficacy, the agency, noted, doctors often reserve the drug for last-line use.

“Safety concerns and the fact that it's administered via infusion, coupled with a perception by some that aggressive treatment is not warranted in psoriasis, drive cycling through a number of other suboptimal therapies,” the agency added. “However, treatment success may have never been attained with prior therapies or have been reached but not maintained.”

Among campaign objectives: getting dermatologists to perceive Remicade as a more human brand rather than as “the big gun,” and persuading them to use it earlier in the treatment paradigm.

Another judge applauded the images for being “well-done” and capturing the emotional connection to patients.

SILVER AWARD
Draftfcb Healthcare and Cephalon
Proud Sponsor

Nuvigil is indicated for excessive sleepiness associated with shift work disorder (SWD). The campaign features gritty photos of weary-looking night-shift workers (firefighter, EMT, etc.), all with the headline “Supporting those who stay awake for the rest of us.” The ads grab attention and communicate that prescribing Nuvigil supports SWD patients and the communities they serve. “Bold, aggressive, and clear,” said one judge. “Intriguing eye-catching visual approach,” commented another. “Great brand idea,” noted a third.

THE FINALISTS

• Draftfcb Healthcare and Centocor Ortho Biotech for Remicade—2nd Thoughts

• Draftfcb Healthcare and Cephalon—Proud Sponsor

• Dudnyk and Dentsply Professional—Scaling New Heights

• GSW Worldwide and Dyax—Kalbitor Print Campaign

• RosettaWishbone and ­Otsuka America Pharmaceutical—­Hyponatremia Disruption Advertorial Series

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.