April 15, 2009
DDR on DTC: Galderma's Oracea
Hooray for Galderma and their new campaign for Oracea (pronounced or-A–sha) that treats rosacea (pronounced roh-ZAY-sha). This is truly a brand that has been named, positioned and, now, promoted, with the perspective of the end user in mind—30-plus-year-old women who suffer from rosacea.
In case you haven't heard of rosacea, it's sometimes called adult acne and affects about 13 million people with embarrassing red bumps and blemishes. Galderma's Oracea is the only oral treatment for rosacea, and they reinforce this with the use of a classic “demo” in TV spots that show how it works “from within.” These kinds of reassurances are important to help educate and convince sufferers most likely to be treating with a topical.
This campaign stands out vs. most DTC because of its liveliness and, of course, the positive, upbeat animation. “Karen” looks in the mirror and doesn't like what she sees—until her “reflection” suggests she ask a doctor about Oracea. In just a few seconds, the campaign cleverly turns common insecurity about personal appearance into an empowering resolution.
In one last stroke of advertising genius, the campaign reminds rosacea sufferers it's not their fault they have those red bumps on their faces by adding a subtle rhyming tagline, “Help discipline your skin…” Hooray—or maybe Hooracia—for Oracea!
Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG