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Wishbone for Barrier Thearpeutic's Vusion
Pharmaceutical Executive
It's not unusual for creative teams to ask actors to work up on-screen tears. But when you go from crying actors to crying babies, it makes all the difference.
CRYING BABY
Wishbone
BRAND Vusion CLIENT Barrier Therapeutics FROM LEFT: Renee Mellas, partner, general manager; Scott Sager, senior vice president, creative director; Steve Hamburg, partner, chief creative officer
It's not unusual for creative teams to ask actors to work up on-screen tears. But when you go from crying actors to crying babies, it makes all the difference. That crying baby formed the basis of the print and television campaign Wishbone created for Barrier Therapeutics' anti-fungal pediatric ointment Vusion. "It's wired into parents as an incentive to action," says Steve Hamburg, partner/chief creative officer. "These are things that get parents' attention almost genetically."
The accompanying creative keeps consistent with the esthetic of "baby-ness." "It's time for a change" was used as a pun on the double meaning of the dirty diaper and the therapy.
Hamburg says that the DTC spot was so effective that it produced a dramatic increase in prescriptions for the drug.
Key Findings of the NIAGARA and HIMALAYA Trials
November 8th 2024In this episode of the Pharmaceutical Executive podcast, Shubh Goel, head of immuno-oncology, gastrointestinal tumors, US oncology business unit, AstraZeneca, discusses the findings of the NIAGARA trial in bladder cancer and the significance of the five-year overall survival data from the HIMALAYA trial, particularly the long-term efficacy of the STRIDE regimen for unresectable liver cancer.
Fake Weight Loss Drugs: Growing Threat to Consumer Health
October 25th 2024In this episode of the Pharmaceutical Executive podcast, UpScriptHealth's Peter Ax, Founder and CEO, and George Jones, Chief Operations Officer, discuss the issue of counterfeit weight loss drugs, the potential health risks associated with them, increasing access to legitimate weight loss medications and more.
