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"The award-winning 'Pink Eraser' and 'Dawning' campaigns are a directresult of our Healthy Collision of talent in action," said Robin Shapiro, SVP,Executive Creative Director of Corbett. "We actively combine individuals whoare expert at building dominant pharmaceutical brands with those who hail fromthe competitive world of consumer advertising. This Healthy Collision ofperspectives results in surprising, relevant, and emotional communication."
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The Doctors' Choice Awards program was established by AMM in 2003 todetermine the effectiveness of journal ads for pharmaceutical products. Everyyear physicians are polled to determine which ads, across 13 therapeuticcategories, prompted their positive response. In 2008, over 4,000 physiciansresponded to this web-based survey.
The agency's "Pink Eraser" journal ad was the highest scoring ad in thePediatric category. The campaign leverages the universally understood icon ofan "eraser" to communicate the speed of relief promised by Vigamox(R), an eyedrop solution manufactured by Alcon Laboratories. In addition, the idea linksVigamox(R) tightly to the condition of pink eye, leveraging a school-relateditem which specifically appeals to the pediatric physician audience.
The agency's "Dawning" journal ad was the highest scoring ad in theOphthalmic category. This ad announces Alcon's Pataday(TM) solution, the firstand only eye drop for ocular allergies that requires only one drop a day. Fromfirst light, till late night, Pataday(TM) redefines relief from itchy allergiceyes in adults and children age 3 and above, regardless of pollen levels, allseason long. Vivid artwork and a sun-and-moon theme communicate the messagequickly, effectively, and memorably.
Corbett Worldwide Healthcare Communications is a business unit within theCorbett Accel Healthcare Group (http://www.corbettaccel.com), one of thelargest healthcare communications companies in the world and a part of OmnicomGroup Inc. (NYSE: OMC) (http://www.omnicomgroup.com). Omnicom is a leadingglobal advertising, marketing and corporate communications company. Omnicom'sbranded networks and numerous specialty firms provide advertising, strategicmedia planning and buying, digital and interactive, direct and promotionalmarketing, public relations and other specialty communications services toover 5,000 clients in more than 100 countries.
SOURCE Corbett Worldwide Healthcare Communications
