When marketing executives at the Delor Group, a strategic marketing and design firm in Louisville, Ky., needed an ad to launch a new Diabetes drug, it had to appeal to both patients and healthcare providers.
The drug, Humalog, was developed by Eli Lilly and is the first human insulin product to be introduced in the United States since 1982.
The ads and corresponding direct mail packages, education guides, brochures and videos all use a natural, artistic imagery of green leaves with the tag line "the first insulin analog to more closely parallel the way the body' natual insulin works."
The ads are very different from other pharmaceutical ads that usually have a "technological" feel to them.
"Diabetes is a complex disease; we had to create a message that was as simple as possible for all audiences to understand," said Martha Bowman, executive vice-president of the Delor Group.
"We found the ads give a naturalitic feel instead of the usual clinical feel. we wanted to present of message in a conceptual, consumer-friendly mannner." (The Delor Group, 502/584-5500)