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CHALLENGE
Few Americans were aware of proton therapy treatment. Fewer knew our client, ProCure. How do we exponentially expand awareness and drive appointment requests…immediately?
STRATEGY
Focus first on proton therapy education. Follow on to position ProCure’s facilities as the nation’s premier treatment centers—with technical sophistication and passionate patient care.
SOLUTION
Demystify this novel treatment process while humanizing the experience for vulnerable, hesitant patients. High tech meets high touch.
CROHN'S & ME
CHALLENGE
Build a database of interested Crohn’s patients and caregivers. Do it in 6 months. Excite patients about a new Crohn’s drug—one that was 4th to market.
STRATEGY
Ease patient isolation by creating a virtual community, but without allowing open-ended comments, which is a risky proposition for pharmaceutical companies.
SOLUTION
Give us your moving stories and your poop jokes. Seriously, in order for Crohn’s patients to really connect with the site, we allowed real patients to speak in their authentic voices. Rule-breaking for a pharma company, taboo breaking for patients.
LOW T FACTS
CHALLENGE
1/3 of men over age 45 suffer from low testosterone. 90% don’t know they have it. One brand dominated sales. It wasn’t our client’s.
STRATEGY
Disease awareness must precede branding. Educate sufferers first. Separate low testosterone from erectile dysfunction. Do it delicately.
SOLUTION
Using subtle humor, an unbranded video and online media campaign motivates men to get more information and to talk with their doctors about “Low T.”
XYZAL
CHALLENGE
Break through the smog of allergy product advertisements. Increase prescriptions. Do it with a fraction of the budget of the competition.
STRATEGY
Moderate-to-severe allergy patients experience their condition as a serious hindrance to life. Respect that.
SOLUTION
Deliver healthcare beyond the pill. A video-rich interactive campaign highlights Xyzal’s product benefits and offers tips for creating an allergy-free environment. Dynamic media is placed in endemic and pay-for-performance content for maximum impact.
ALLMUSIC
CHALLENGE
A beloved music encyclopedia had gone digital. Feebly. The audience grew impatient with a crowded and confusing interface. Fix it. All 4.6 million pages of it.
STRATEGY
Make the needles jump from the haystack with the best search function in the field.
SOLUTION
Logical navigation. Satisfying search. A user experience that guides and intrigues. And a new logo to make the brand fresh again to its passionate audience.
MCGRAW-HILL
CHALLENGE
In a state of transition between the print and digital world, educators and students needed to intersect online.
STRATEGY
Demystify the virtual learning process. Focus on video to tell the story simply and quickly. Easy for students, easier for educators. Win-win.
SOLUTION
A portal for McGraw-Hill Education Connect where educational products, assignments, students, and teachers interact. A leap forward in virtual learning.
ESTÉE LAUDER
CHALLENGE
Growing from a small family company to a global corporate network, Estée Lauder feared losing touch with its work force of 30,000.
STRATEGY
Communication, participation, and transparency: The campaign mirrors the intent.
SOLUTION
Supercharge the company’s commitment to tomorrow’s leaders. Online training, surveys, and e-intelligence empowers each Estée employee to think like a CEO.
GLOW
CHALLENGE
DermStore had grown at a healthy clip, but aspired to compete with the beauty giants. They needed a new brand, a new site, and a new shopping experience. A complete makeover.
STRATEGY
Dive deep with DermStore experts—loyal employees and customers—to learn where the brand had been. Scan the competitive environment to find open strategic water.
SOLUTION
Rebrand DermStore.com as Glow.com. No longer just a dermatology store. Now a purveyor of beauty and health advice and products for the customer who demands more.
MEMORIAL SLOAN-KETTERING
CHALLENGE
A cancer diagnosis is not only emotionally devastating; it’s cognitively draining as well. So how to take 14,000 pages of treatment, research, and facility information and gently guide a user through it?
STRATEGY
Demonstrate Memorial Sloan-Kettering’s world-class facilities and treatment team members, at once impressing the audience and humanizing the organization. Position MSK as the ideal partner for the difficult journey ahead.
SOLUTION
Customize user information paths to make the experience personal. Feature MSK staff and patients to provide the human face to a medical marvel.
PROCURE
CROHN'S & ME
LOW T FACTS
XYZAL
ALLMUSIC
MCGRAW-HILL
ESTÉE LAUDER
GLOW
MEMORIAL SLOAN-KETTERING
Awards
Recent Awards
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DTC National Ad Award
2013 Best Digital Media Campaign, Finalist
Teva Respiratory QNASL -
Internet Advertising Competition (IAC)
2012 Best Health Care Online Campaign
Bausch + Lomb Ocuvite -
eHealthcare Leadership Award
2012 Best Rich Media
UCB Cimzia
Winner of 135+ awards since 1998.
- ASTRID Award
- Davey Award
- DTC Perspectives
National Ad Award
- eHealthcare
Leadership Award - Horizon Award
- IAC Award
- Manny Award
- MM&M Award
- OMMA Award
- Pharmaceutical Executive Ad Stars
- Rx Club Award
- WebAward
- Webby Award
- Web Health Award
- W3 Award
Clients
It's business. But it's been a pleasure.
- Life Sciences
- Abbott
- Amgen
- Auxilum
- Bayer
- Baxter Bioscience
- BD Diabetes
- Biogen Idec
- BTG
- Cephalon
- Endo
- Ethicon, a Johnson & Johnson Co.
- Forest
- Galderma
- Genentech
- GlaxoSmithKline
- Healthcasts
- Inspiration Biopharmaceuticals
- Janssen
- Lilly
- Medtronic, Inc
- Merck
- Millennium
- Onyx
- Otsuka
- Pfizer
- Physicians Interactive
- PuraCap Pharmaceutical
- Roche Molecular
- Sanofi
- Schering-Plough
- Teva
- UCB
- Consumer Products & Services
- Allmusic
- Bausch + Lomb
- CityQuicker
- Con Edison
- Dad's Magazine
- McGraw-Hill
- McNeil Consumer Healthcare
- Merrill Lynch
- MetLife
- Parents Magazine
- PBS
- Smithsonian
- Standard & Poor's
- Travelers (Citigroup)
- Skincare & Beauty
- Dermstore.com
- Estée Lauder
- Glow.com
- PCA Skin
- Sephora
- Hospitals & Universities
- Fox Chase Cancer Center
- Gerstner Sloan-Kettering Graduate School of Biomedical Sciences
- Life Line Screening
- Memorial Sloan-Kettering Cancer Center
- ProCure
- St. Barnabas Health Care System
- St. Francis Hospital
- University of California,
San Francisco - Weill Graduate School of Medical Sciences of Cornell University
- Non-Profit
- Environmental Defense Fund
- Hole in the Wall Gang Camp
- Leukemia & Lymphoma Society
- Paul Newman Foundation
- World Health Organization
