In my first year in pharmaceutical advertising I learned that the visual aid is the core promotional piece for a product. It is the script reps use to market drugs and devices to doctors.
The detail aid must tell as compelling a story about the disease and drug as facts allow, and always from the same elements--efficacy, safety, and dosage and administration.
Pain Medication
Used to promote a strong pain medication, this visual aid demanded much number-crunching to establish a modicum of clinical superiority.
Dry Eye Disease
This visual aid positioned dry eye disease as an autoimmune, inflammatory disease similar to other conditions treated by rheumatologists.
The strategy was to persuade rheumatologists to write a prescription for dry eye disease while they were treating patients for Sjogren's disease or RA.
Please note that the concepts and copy exhibited in this website solely represent and are intended to promote my thinking and creative vision, and not the brands and manufacturers mentioned in them. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.