ALEJANDRO

TitleALEJANDRO
BrandBIOFEMME INC. KLINDEX
Product / ServiceBIOFEMME INC. KLINDEX
CategoryC01. Pharma, Vaccines & Biotech aimed at Healthcare Professionals
EntrantTBWA\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

Credits

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

The Campaign

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 Brief

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.

Creative Execution

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.