Best Individual Product Advertisement in Consumer Press

Sponsored by Draftfcb Consumer Healthcare

GOLD AWARD

HC&B Healthcare Communications and Texas Onocology

I Can Survive Cancer

Texas Oncology is big, and not just in Texas. It's the largest practice group in the US dedicated to cancer care (over $1 billion in revenues, 275 physicians,

98 locations). Despite Texas Oncology's dominance, aggressive competitors, such as MD Anderson, began to expand practices in Texas thus triggering a need to rethink marketing strategy. Until recently, each Texas Oncology practices, which are organized by metro region, had been marketed individually. As a result, consumers tended to be more aware of individual doctors than the overall brand.

The target audience included adults 45 and older (the group with the highest instance of cancer); family and friends (those who could potentially help select a care provider); and physicians (a "key group" that is trusted and capable of influencing patients).

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HC&B created a billboard campaign that would "raise awareness of the brand" and make it a "top-of-mind preferred resource for cancer care in Texas."

A billboard campaign was a great choice-the audience was very broad, and people pretty much have to drive to get around in Texas.

The creative idea centers on the phrase "I Can Survive Cancer." It's clearly a very positive message, and creates a fantastic image for the brand as a powerful agent for beating a very deadly disease.

The launch strategy of the "I Can" campaign was to "capture the attention of drivers in cluttered markets like Houston and Dallas," the agency said. The first boards to appear simply said, "I Can," which was used as a tease to pique interest. After two weeks the entire phrase "I Can Survive Cancer" was added. The Texas Oncology logo and a phone number (ending in "I Can") were also included. The primary color was blue, and the "I Can" elements were called out in a bright yellow/gold color. Judges commented on the "appropriate use of color."

Overall, judges thought the campaign was "original" and "catchy," and they were impressed by the "empowering" nature of the message.

SILVER AWARD

AbelsonTaylor and Cramer-Kresselt for Rozerem

Rozerem Attic Print Ad

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AbelsonTaylor's fresh approach to promoting sleep medication focused on "the reality of not sleeping" rather than on "happy, blissful sleeping people." Using the idea that not dreaming is a drawback to sleeplessness, the agency capitalized on the possibility of a person's dreams missing them. Abraham Lincoln and a beaver are dream characters instructing the audience. It paid off-market share for Rozerem doubled (new prescriptions increased 41%), and Web traffic increased 600%.

The Award

Promotes creative excellence in a single print advertisement for a prescription drug, medical product or service appearing in any consumer magazine or newspaper.

The Finalists

* AbelsonTaylor and CramerKresselt for Rozerem-Rozerem Attic Print Ad

* HC&B Healthcare Communications and Cypress Fairbanks Medical Center Hospital for Cypress Fairbanks Chest Pain Center-Chili Dog

* HC&B Healthcare Communications and Texas Oncology-I Can Survive Cancer

* Palio Communications and GlaxoSmithKline for Epzicom-He Knows He Has HIV

* Stratagem Healthcare Communications and The Breast Cancer Fund-Warning

DRAFTFCB

Draftfcb Consumer Healthcare has helped build some of the world's most successful brands with blue-chip clients, including Amgen, Merck, GlaxoSmithKline, Abbott, Reliant, Roche, Eli Lilly and Alcon by bridging the chasm between awareness and action in the healthcare space. Most recently, the agency was named "2006 Consumer Healthcare Agency of the Year" at the PhAME awards.