Speaking softly...while introducing a breakthrough brand

Article Abstract:

Genentech and IDEC, along with advertising agency, BioGenesis, have launched Rituxan (rituximab) as the first monoclonal antibody clinically proven effective in treating non-Hodgkin's lymphoma. However, amid a medical breakthrough, the December 1997 launch of Rituxan was not surrounded with hype as marketers, Genentech and IDEC, were hoping to rehabilitate the image of monoclonal antibodies, which suffered from overclaims in the past. A pre-launch ad campaign was released to disseminate information about Rituxan as not a cure, but a new agent that can be used against one kind of cancer, and it is only 50% effective. Rituxan as an option for doctors that can used along with other existing therapies. Rituxan is estimated to yield over $150 million in US sales in its first year on the market.

Product introduction, New Products/Services, Advertising, Anticancer Drugs, Antineoplastic agents, IDEC Pharmaceuticals Corp., BioGenesis, Rituxan, rituximab

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Agencies push creative envelope with dimension, satire, and drama

Article Abstract:

Allergan hired advertising agency Pacific Communications to develop a promotional campaign using a metal safe to convince physicians to prescribe its various products. Thirty percent of the targetted opthalmologists responded positively to the promotion. Imagyn recruited Forsythe Marcelli Johnson to develop a new campaign involving a mailing piece and exhibit to promote its specialized endotracheal scope called AeroView that permits anesthesiologists to help patients with traumatized air passages. Genentech secured the services of Sperling Sampson West to help promote its image with members of the oncology field by sending the doctors a free book entitled Body Voyage by Alexander Triaras.

Biochemistry, Research and Development in the Physical, Engineering, and Life Sciences, Campaign Launched, Ophthalmic Drugs, Design/Copy, Ophthalmic agents, Allergan, Imagyn, Forsythe Marcelli Johnson, Pacific Communications, AeroView

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Tapping into "emotional truth."

Article Abstract:

Lawrence & Mayo creative director Lynda Lawrence relied on the theme of emotional truth to persuade more patients to call on The HealthSource and enhance the customer base of Palomar Pomerado Health System of San Diego, CA. Lawrence believes that patients sometimes resent advertising done for service firms, insurers, and health maintenance organizations that attempts to portray happy people or situations. HealthSource gained an 11% increase in calls from 1997 because of the program's effectiveness.

Campaign Themes, All Other Outpatient Care Centers, Outpatient Facilities NEC, Ambulatory care facilities, Palomar Pomerado Health System, Lawrence & Mayo

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