A MEDICAL DEVICE BRAND ADRIFT IN A SEA OF SAMENESS
As the maker of treatments for both Chronic Rhinitis and Nasal Airway Obstruction, Aerin Medical was burdened with the category-wide perception that these sorts of procedures just don’t work – and the clutter of competitors that overpromised results.

SOLUTION
Demonstrate symptom understanding by getting away from the cliché, pie-in-the-sky results campaigns all too prevalent in pharma advertising and put condition empathy front and center in a relatable way.

Based on real focus-group comments, our “Real Quotes” campaign let both physicians and potential patients hear firsthand from sufferers who were fed up with their symptoms – positioning Aerin as the believable solution.

Tactics:

• In-practice materials for providers to display (banners, brochures, videos, etc.)
• Targeted digital display ads
• Paid and organic social campaign
• Industry, provider-focused print
• Patient and physician-focused websites

THE RESULTS

• Increased brand recognition and uptick in cross-selling between treatments
• Extremely high message-testing results from physician KOLs
• Conversion of a skeptical sales team into an energized force of brand evangelists