The Brief

Doctors do not welcome the sales representatives of pharmaceutical companies as they are inundated with the boring graphs and charts in the meeting, and furthermore, doctors are not interested in listening to the sales representatives when they are being given the product information. The sales kit was designed based on a new approach in order to help build the rapport with doctors and ensure that doctors find the meeting interesting and that the product information is conveyed effectively.

Creative Execution

In order to provide doctors with more chances to get impression and sympathy and make it possible to get connected to patients easily by providing fun and fulfilling curiosity, the participation-inducing materials, which are based on the clear and bright promises provided by INVEGA, have been developed together with the best and most optimal expressivity of INVEGA and its originality regarding the expression of changes. By capturing all the real images of patients, including those related to the changes of their personal hygiene and attitudes, such visual cards have been created as images for the game of "Finding different images" regarding the interactive communication with doctors.

Describe the creative solution to the brief/objective.

The advertisement about the efficacy of INVEGA was developed in the form of the ‘Find the wrong picture’ game which is enjoyed by men and women of all age in Korea. That aimed to increase the involvement of doctors in the conversation and create a pleasant atmosphere, going beyond the simple conveyance of information. The ‘Find the wrong picture’ was effective in helping the doctors understand the ‘small but significant change’ which the INVEGA, a medicine for the treatment of schizophrenia, brings about. It is a small change that may not be easily noticeable for ordinary people. However, that small change is a significant change from the perspective of doctors and therefore the efficacy of INVEGA can be emphasized wittily.

Results

The number of times for the meetings between MRs and doctors has been expanded from four times a month to six times a month. The time for interviews has been expanded from five minutes in average to twelve minutes in average. INVEGA shows such greater effects as the recovery of patients' negative symptoms, their public relations and social functions compared to any other medicine.