Brief Explanation

INTIMATE TALK Klindex, an antibacterial treatment against bacterial vaginosis is a brand that encourages women to speak up so they can get treated for BV. However, prescriptions for the brand have been on a decline because it isn’t the top of mind choice with doctors prescribing the generic, cheaper alternative. The goal was to position Klindex as the top of mind brand by disrupting a medium which is usually taken for granted: the E-detailing kit. Using the E-detailing kit — and a single, simple but striking visual we delivered the message in a way they won’t forget: sideways lips that subtly appeared to be a talking vagina. We engaged the doctors in an honest, intimate conversation, in the same way we wanted them to to talk to their patients about bacterial vaginosis. Our e-detailing kit improved product recall and earned great reviews from the doctors, increasing sales in areas where it was launched. The brand hit its highest prescription share trend of 62% from 45% with more MDs and OB-GYNs prescribing Klindex to their patients. Most of all, we achieved our goal of having more doctors and more women talk about our product.