CHALLENGE

Sandwiched between an entrenched market leader and cheaper alternatives, Prostap DCS needed to demonstrate its value to healthcare professionals looking to reduce costs without compromising care.

SOLUTION

Show that Prostap DCS is a brand that truly understands the needs of men with prostate cancer. To do this, we used our campaign to draw parallels between Prostap DCS and the men it treats to highlight how connected it has become to their needs. This allowed us to change the conversation onto the patient-focused benefits of Prostap DCS that have come from applying its unrivalled experience (simple device, small needle, etc.).

EXECUTION

The subtle humour used throughout our campaign is unique in this therapy area. It adds to the campaign's irreverence and our message's authenticity. Men are not models. They are fathers and grandfathers. Imperfect men with all their eccentricities who are just glad to have the opportunity to do what they enjoy – whatever that might be.

OUTCOME

12.7% growth in sales in 8 months narrowed the distance between Prostap DCS and the market leader.

Prostap DCS is currently the leading LHRHa in UK hospitals.

The brand now has a clear, differentiated and relevant voice in a highly competitive market.

We delivered a fully integrated campaign using various on- and off-line channels. Print and online advertising generated interest in our new campaign, creating opportunities for the sales force, armed with complementary sales tools to convert this interest into product sales.

CREATIVITY/ORIGINALITY

The subtle humour used throughout our campaign is unique in this therapy area. Few people dare to question the seriousness of cancer. However, as an often slow-progressing, testosterone-dependent disease, treatment can afford men with prostate cancer years if not decades of life.

We thought it was time to celebrate this fact. We used this insight to give our brand a fresh, relevant voice in the market place. As a result, our campaign feels irreverent, interesting, but also appropriate to our message.

Through the meticulous casting of actors, careful management of the performance and humour in each shot, we believe we have struck the right balance in this sensitive area.

We have received overwhelmingly positive feedback on the campaign from the sales force who meet with members of our target audience on a daily basis. It is clear from the sales results that the campaign has renewed interest in Prostap DCS and provided opportunities for the sales force to convert this interest into changes in prescribing habits (see below).

Market research has revealed that our campaign helps to differentiate Prostap DCS in the minds of target audience. Key message retention was high and the overall campaign message was well understood by all participants (5 GPs, 5 oncologists and 10 urologists).

Prostap DCS is the leading treatment of its kind in UK hospitals (secondary care).

12.7% growth in overall sales in 8 months has narrowed the distance between Prostap DCS and the market leader (primary and secondary care sales; MAT).