LAUNCH OF STELARA, A NEW MEDICATION FOR THE TREATMENT OF ADULTS WITH PSORIATIC DISEASE
Janssen, a global pharmaceutical group, part of Johnson & Johnson, that has developed and brought to the market over 70 new active substances.
Creating awareness of the new medication targeting serious psoriatic conditions and pointing out its unparalleled therapeutic benefits to doctors. In attaining the marketing and communication objective we had to find creative ways to overcome communication difficulties caused by legal restrictions in promoting prescription drugs.
To find the winning strategy for the launch of Stelara, we had to consider two important aspects: 1. Stelara was a revolutionary product, therefore it needed a revolutionary communication concept to tell its story in a memorable way; 2. From our talks with medical representatives to find out ways to generate an emotional response from doctors, we discovered that the vast majority of them were fine art lovers. So in order to create a memorable event, build product awareness and trust and generate leads, we had to put together innovative marketing technology, artistic sensibility and our passionate strategic creativity.
Paintings, video mapping, message consistency
The event had two distinct parts that took place on the same day: the press conference in the morning and the launching dinner in the evening. We creatively integrated the product headline, “The skin will be more clear”, with the entire concept of the launching event: we set up an exhibition of paintings by various Romanian artists and we used video mapping to create the illusion of distorted images. Little by little, the video projections disappeared until the paintings were completely clear and the guests could finally admire the real beauty of the exhibited art works.
Being a prescription biological product, it would have been difficult for Stelara to be in the news, so we chose a cause-related approach to generate PR, gain media coverage and exposure: all the doctors that were attending the event were invited to auction the paintings and all the resulting funds were donated to Fundeni Hospital. The initiative proved successful and received important press coverage in medical publications and business magazines, in print and online.