Titanium Award—Best in Show: 2015
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.”