How do you generate excitement about a new topical therapy
that's virtually identical to those that already exist?
Hyperpigmentation (brown spots) is a common skin disorder
for which dermatologists prescribe hydroquinone creams. There
are many prescription and over-the-counter strengths available.
To make matters more interesting, the leading prescription
competitor recently implemented a major ad campaign with heavy
spending.
Our client wanted to enter this category with a product that
contained exactly what the competition's product had,
but with a higher percentage of glycolic acid. As there were
no head-to-head studies performed, we were NOT able to claim
any benefits as a result of the higher concentration of glycolic
acid. In addition, research showed:
- Dermatologists preferred ads that showed a patient -
the ultimate user.
- Being involved with aesthetics, they tended to prefer
ads that were aesthetically pleasing.
- They were also driven to prescribe products known for
their efficacy, as unhappy patients would call with complaints.
- They prescribed brands they knew; the ones they remembered.
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