SOLUTION #3

We decided to turn the negative side effects into a positive. We did this by letting physicians know that while we do cause these undesirable cosmetic effects, it's only because "what you don't see is what Efudex also gets." This play on the adage, "What you see is what you get" really hit home with physicians in testing. When we married the line to the iconic branding of a wolf in sheep's clothing -- a graphic representation of the clinical situation -- we developed a re-launch campaign with oomph! It won awards and did more than simply prevent market share erosion -- it grew market share!