DDR on DTC: Uloric

Share this article:
DDR on DTC: Uloric
DDR on DTC: Uloric
I suppose many people think of gout as just another example of the indulgences of the past decade finally catching up with aging Baby Boomers. They remember the clichéd imagery from the likes of Henry VIII and other fat aristocrats in the past. But nothing could be further from the truth. And now we have a DTC campaign to help us better understand this painful disease and how to treat it.
The Uloric campaign from Takeda answers the key question that needs to “pop” in DTC consumer research that show that patients have “learned something new.” That's particularly impressive for an “old” disease like gout.
Takeda did an outstanding job explaining the disease and how Uloric works to reduce uric acid, the “root cause” of gout. This awareness-generating commercial drives home the Uloric brand name while the print campaign uses multiple brand name visual reminders along with the key imagery of a man carrying a beaker of uric acid.
The beaker is a brand visual that says “acid,” but not in the flame-throwing manner that we're used to from years of advertising in other categories like heartburn. The beaker is scientific, and since it never goes away, the viewer understands that the brand manages, but does not cure, the disease.
The instructive nature of the campaign does not reflect a creative breakthrough. But that's OK because the brand itself is the star. Its very ordinariness underscores the commonality of gout and stresses the fact that it's not just for 16th century monarchs anymore.

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

Headliner: HealthSpot's teleconnected CEO

Headliner: HealthSpot's teleconnected CEO

Steve Cashman, Founder and CEO, HealthSpot

Recruitment: The New Breed

Recruitment: The New Breed

What do healthcare agencies really want when it comes to potential employees? The answer to that question is in a constant state of flux, as technologies, clients' changing demands and ...

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

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