'Advertisements directed at the public must include specified mandatory information. This information varies according to the classification of the medicine. Additional requirements apply to internet, mail order and direct marketing advertisements. The requirements for advertisements intended for registered health professionals vary depending on whether the purpose of the advertisement is to influence a prescribing decision, or only to provide some new information about a specific aspect such as the indications for the medicine or its listing on the Pharmaceutical Schedule. The regulations also recognise that some advertisements, such as point-of-sale material, are intended only to convey a limited message.

Nothing good has ever been said about bacterial vaginosis — which is exactly why women don't talk about it — except with their OB-GYNs.

Klindex is an antibacterial treatment that offers a faster and more effective solution against bacterial vaginosis. The only problem is that, for some doctors, it is still unheard of. The goal was to position Klindex as the top of mind brand for treating bacterial vaginosis by disrupting a medium which is usually taken for granted: the E-detailing kit.

We captured the interest of MDs and OB-GYNs by engaging them with an E-detailing kit that featured creative content — an intimate conversation with a pair of lips that subtly appeared to be a talking vagina.

Our E-detailing kit was so well received by MDs and OB-GYNs who thought it was a refreshing way to communicate our brand promise. It also improved our brand recall, increasing shares to 67% as more doctors started prescribing Klindex to their patients.

The challenge was to build brand affinity with the MDs and OB-GYNs, making Klindex the top of mind treatment for the safe and effective relief of bacterial vaginosis. We wanted to encourage more doctors to choose Klindex and prescribe it to their patients.

We talked bacterial vaginosis with MDs and OB-GYNs using an often taken for granted medium, the E-detailing kit — and a single, simple but striking visual that delivered the message in a way they won’t forget: sideways lips that resemble a talking vagina. We engaged the doctors in an honest, intimate conversation and spilled the beans on bacterial vaginosis, in the same way we wanted them to to talk to their patients about it.

Our e-detailing kit earned great reviews from the doctors, increasing sales in areas where it was launched. The brand hit its highest prescription share trend in 2013 of 62% from 45% since 2011. It improved product recall resulting to more MDs and OB-GYNs prescribing Klindex to their patients.

Make brand ambassadors out of MDs and OB-GYNs by rising above the humdrum of run-of-the-mill pharmaceutical kits and capture their attention with a disruptive direct marketing material. Position the brand as the faster, more effective treatment for BV.

Pharmaceutical brands in the Philippines are just recently getting on the E-detailing bandwagon. However most of these sales kits are unimaginative, with the stigma being that doctors are stiff and serious, and nobody really bothered to engage them with creative content. The disruption is that by creating engaging content the brand is buying more airtime with the doctor.

It’s ironic how the female genitalia remains a taboo despite the growing sexuality of Filipinos — women put the hush on things like bacterial vaginosis and other fishy downstairs business because it’s just plain embarrassing.

Klindex is an antibacterial treatment against bacterial vaginosis — a brand that encourages women to speak up to their doctors so they can get fast and effective treatment for BV. However, prescriptions for Klindex have been on a decline because it isn’t the top of mind choice with most doctors prescribing the generic, cheaper alternative.