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.
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.
- 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
- 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