Titanium Award—Best in Show: 2015
Recognizes an exemplary campaign or marketing initiative that distinguishes itself as "best in show."
McCann Echo and Galderma for the Soolantra Rosacea Tough Topical Digital Animation Video
McCann Echo and Galderma won MM&M Awards this year in five categories (not including this one) for the Soolantra “Tough Topical” campaign. Among these, the digital animation video, which took home a Gold Award for Category 11 (Best Digital Initiative for Healthcare Professionals), was the only entry whose score made it to the top ten show-wide among winners of all categories.
Anne Whitaker, EVP/company group chairman at Valeant Pharmaceuticals and chair of judges for the 2015 MM&M Awards, described the overall campaign not only as memorable but also as a breakthrough.
“It conveys the strength of the product in a creative [and compliant] way,” Whitaker said. “Other dermatology brands tend to personify or bring to life the packaging. [The Tough Topical campaign] brings to life the cream rather than the packaging.”
The creative concept of personifying the power of Soolantra as a superhero-type character is a unique approach in the category and conveys the treatment's unique efficacy in a way that clearly resonated with HCPs.
The animation was used as the problem-focused opening for e-details and as part of a booth draw at the March 2015 American Academy of Dermatology conference.
Results were outstanding. After just eight weeks on the US market, Soolantra commanded a 6.2% market share of the overall topical rosacea market (9.7% share in the dermatology segment). A postlaunch survey revealed that 60% of physicians were aware of the brand. At awards submission time, prescriptions were averaging nearly 5,000 per week and total revenue was tracking above forecast.
“To make Soolantra stand out [and get doctors to prescribe it], this team had to stretch to get the attention of dermatologists, who are writing tons of prescriptions for a variety of steroid creams already,” Whitaker said. “They really had to change the behavior of both physicians and patients. They did a great job.”