DDR on DTC: Epiduo

Share this article:
What's this summer's big hit for teens? Nope, it's not Twilight: Eclipse or Glee. IMHO, it's Galderma's terrific new campaign for its acne treatment, Epiduo. Why? Because getting a teen's attention and getting them to actually do something is a major challenge. Here's a product that competes against a monolithic OTC skincare market, including the upstart DRTV-driven “solutions,” yet it has staked out a compelling strategy to get kids to seek treatment…from a doctor.

The campaign uses the strategy of communicating that acne is a medical condition for doctors to treat by reminding teens to “blame biology” (those pesky hormones) instead of things like greasy foods. Epiduo's agency, Deutsch, has really scored here with ads that are relevant and appealing by using teen-inspired “doodles” interspersed with call-to-action information. While the art direction is spot-on, the copy also hammers product benefits and holds your attention through well-crafted fair balance. The website carries out the campaign, and the brand's media agency, IMS, has done a great job placing ads in teen-focused TV shows and magazines.

Epiduo previously used a more heavy-handed DTC approach with a teen literally taking advice to see a doctor from a store clerk. That may not have been so effective, since we all know how much teens like to take advice from adults.

Vampire or not, it is tough being a teen. Acne really can get in the way. Good thing Galderma and Deutsch have found a way to break through the clutter and offer some help. Kind of makes you want to sing.

Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. Contact: deborah.dick-rath@factortg.com
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

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

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.