Strengthening the brand proposition
Challenge
With diabetes management becoming increasingly complex, postprandial hyperglycemia (PPHG) has emerged as a critical factor to control for effective treatment. The challenge was to communicate the importance of PPHG management and position Volix Trio as the specialist capable of countering this threat and carving a space for volix in the therapy.
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Strategy
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Molecule Medvertising developed a campaign that personified PPHG as a formidable adversary and Volix Trio as the specialized 'hero' capable of managing this challenge. The strategy focused on educational and memorable imagery to engage healthcare professionals and patients.
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Execution
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Threat Visualization: A series of striking visuals depicted common carbohydrates as 'villains,' illustrating the threat of PPHG in a relatable manner.
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Specialist Positioning: The campaign consistently branded Volix Trio as the PPHG Management Specialist, emphasizing its targeted efficacy.
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Educational Material: Informative collateral was distributed, detailing how PPHG contributes to uncontrolled HbA1c and the role of Volix Trio in managing it.
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Creative Messaging: Each piece of campaign material featured clever, attention-grabbing slogans, such as "To hold back the PPHG attack, you need a PPHG specialist," ensuring the message's retention.
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Results
The campaign succeeded in raising awareness of PPHG's impact on diabetes management. Volix Trio saw increased brand recognition as a 'PPHG specialist,' with positive feedback from endocrinologists and diabetes specialists, leading to a surge in prescriptions.
What's Next
The Volix Trio campaign effectively established the brand as a leader in PPHG management. Molecule Medvertising's creative approach to healthcare marketing emphasized the product's unique positioning and helped healthcare providers understand the critical role of PPHG control in diabetes care.
