|
|
Article: Private view.
- Article from:
- Medical Marketing & Media
- Article date:
- October 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
It used to be that advertising to specialists was all about delivering data. Then came the realization that specialists are people, too, leading to ads aimed at engaging their emotions, humor and imagination while communicating important insights. Sometimes an agency gets it right and sometimes these doctors get bombarded with silly and even offensive concepts. Here's a look at some hits and misses.
* The easy button is back In this launch ad for UCB's Cimzia, compelling insight takes a backseat to the product attribute of speed. We see how Cimzia can "fast forward" relief to RA patients who've put their lives on "pause." If the visual metaphor stopped there, we ...