Challenge: The manufacturer of one of the oldest and best-known topical ointments had developed a cream formulation of its proven product. What was the most effective way of communicating the benefits of the new formulation? And how much should the product’s history and heritage be stressed in communications?

Solution: Mini-groups were conducted with several medical specialties (primarily dermatologists, but pediatricians, primary care physicians and dentists were also included). Several ad concepts and a detail aid were discussed and evaluated.

Result: All specialties were very interested in the new formulation. Key messages were identified, and the most effective visual was selected. The key messages of “faster” and ”easier” were the primary information points to be conveyed; the historical heritage was sufficiently conveyed by the manufacturer’s name alone – it needed no embellishment.

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