The Challenge:

Aldara® is an established product for the topical treatment of external genital warts (EGWs). It has more recently been approved and is increasingly being recognized for its clinical benefits for the treatment of Actinic Keratosis (AK) and superficial Basal Cell Carcinoma (sBCC). For each of these conditions there are alternative therapies including a variety of surgical interventions, superficial procedures and topical treatments which can be used alone or in combination. The unique selling proposition for Aldara cream however, is that it is the only therapy with a mechanism of action that actually activates the bodies own immune cascade stimulating both the innate and adaptive arms of the immune system. This unique MOA not only provides significant short-term safety and efficacy in the treatment of EGW, sBCC, AK, as well as a variety of viral and tumor based conditions, it also ensures impressive long-term efficacy via the bodies own immune memory and minimizes recurrence of each of these frequently recurring conditions. The overriding challenge is to raise physician's awareness of Aldara's unique mechanism of action and associated clinical benefits.

The Answer:

To maximize advocacy, trial, adoption and long-term use of Aldara in each of its indications, both key opinion leaders and high potential prescribers across several key specialties were engaged in a carefully designed research process to develop the optimal umbrella positioning, core message and creative campaign. The result was new positioning and an enhanced core message which optimally reinforced that Aldara's unique MOA and associated clinical benefits make it the ideal, central component of treatment for EGWs, sBCC and AK as well as for a variety of other viral and tumor based dermal conditions based on its unique ability to activate the bodies own immune response and long-term memory. This new positioning and enhanced core message was strongly reinforced and complemented by a new creative campaign which employed the universally recognized dominoes concept to reinforce how the product uniquely activates the bodies own immune system to both provide patients with effective short-term clearance and to minimize long-term recurrences.

Once the new positioning, core message and creative campaign were developed they were rapidly deployed in a coordinated manner to a wide variety of promotional and educational vehicles and venues. This coordinated deployment significantly added to the credibility and overall impact of the message.

Click here to see the "How Aldara Works" movie.