Title | ALEJANDRO |
Brand | BIOFEMME INC. KLINDEX |
Product / Service | BIOFEMME INC. KLINDEX |
Category | C01. Pharma, Vaccines & Biotech aimed at Healthcare Professionals |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Entrant Company | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Advertising Agency | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Production Company | PRODUCTION VILLAGE Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin M. Mangada | TBWA/SANTIAGO MANGADA PUNO | Chief Creative Officer |
Melvin M. Mangada | TBWA/SANTIAGO MANGADA PUNO | Executive Creative Director |
Joey David Tiempo | TBWA/SANTIAGO MANGADA PUNO | Creative Director |
Marci Reyes | TBWA/SANTIAGO MANGADA PUNO | Copywriter |
Cj De Silva | TBWA/SANTIAGO MANGADA PUNO | Art Director |
Marishka David | TBWA/SANTIAGO MANGADA PUNO | Business Unit Director |
Sunny Lucero | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
Francis Bagnes | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
Denise Jose | TBWA/SANTIAGO MANGADA PUNO | Account Manager |
Pauline Diola | TBWA/SANTIAGO MANGADA PUNO | Account Executive |
Quark Henares | Free Lancer | Director |
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.
The challenge was to build brand affinity with the MDs and OB-GYNs, making Klindex the top of mind treatment for the safe and effective relief of bacterial vaginosis. We wanted to encourage more doctors to choose Klindex and prescribe it to their patients.
We talked bacterial vaginosis with MDs and OB-GYNs using an often taken for granted medium, the E-detailing kit and a single, simple but striking visual that delivered the message in a way they won't forget: sideways lips that resemble a talking vagina. We engaged the doctors in an honest, intimate conversation and spilled the beans on bacterial vaginosis, in the same way we wanted them to to talk to their patients about it.
Our e-detailing kit earned great reviews from the doctors, increasing sales in areas where it was launched. The brand hit its highest prescription share trend in 2013 of 62% from 45% since 2011. It improved product recall resulting to more MDs and OB-GYNs prescribing Klindex to their patients.
Make brand ambassadors out of MDs and OB-GYNs by rising above the humdrum of run-of-the-mill pharmaceutical kits and capture their attention with a disruptive direct marketing material. Position the brand as the faster, more effective treatment for BV.