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Highly Commended 2010 - Medical Devices/Diagnostics Marketing Award

Highly Commended

Company: Typharm in association with Echo and Haymarket Medical Media

Campaign: Sticking with Haelan

 


Criteria

This Award recognises excellence during 2009 in the marketing of any diagnostic or medical device in the UK or Europe. Submissions related to a brand launch, development of an established brand or a brand portfolio. Entrants needed to demonstrate effective integration and implementation of marketing activities throughout the campaign.


Award sponsor

TBWA/Paling Walters

 

Campaign overview

Haelan tape is a topical steroid fludroxycortide in tape presentation that delivers a carefully controlled dose to areas affected by recalcitrant dermatoses. The product is some 50 years old and support had always been focused on the secondary care market. Resource had always been the limiting factor in reaching other market areas. 

Research into current practice and product profiling in primary care showed that here healthcare professionals were relatively unaware of the product but could see advantages in its presentation – a key differentiator.

The team produced a simple and highly cost-effective campaign on a restricted budget and the results were excellent.

 

Highly commended - Medical Devices/Diagnostics

 

Judges' comments

"A very simple approach with focused strategy that delivered great results for an old product with a simple mode of application differentiator."




    

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