Title	NORSPAN. BACK OFF PAIN
Brand	MUNDIPHARMA
Product/Service	PHARMACEUTICALS
Category	E01. Branded Pharma, Vaccines & Biotech
Entrant Company	ROCKY ADVERTISING Helsinki, FINLAND
Advertising Agency	ROCKY ADVERTISING Helsinki, FINLAND
Production Company	KUVAAMO Helsinki, FINLAND

Name	Company	Position
Heikki Kärkkäinen	Rocky Advertising Oy	Creative Director
Aslak Bredenberg	Rocky Advertising Oy	Associate Creative Director
Jarkko Toijonen	Rocky Advertising Oy	Art Director
Vesa Hyypiä	Rocky Advertising Oy	Copywriter
Anitta Törne	Kuvaamo Oy	Producer
Jukka Takala	Rocky Advertising Oy	Account Director

The Brief

Chronic back pain has traditionally been treated with oral painkillers resulting in semi-optimal treatment outcomes. We wanted to challenge this misconception and generate interest for new treatment opportunity among general practitioners in Finland.

Creative Execution

Medical marketing can have a significant role in improving people’s health and quality of life, Traditionally, marketing been done by communicating product features to healthcare professionals with hard facts. We decided to deliver the postioning for NORSPAN in an unconventional way and disrupt the conventions in prescripition drug marketing. In the heart of the concept was patient centricity and for that, we developed a highly differentiating key-visual. The concept was systematically implemented across all available channels (print, sales tools, digital media, exhibitions etc).

By end of 2014 the campaign - was the most noticed and memorable ad by physicians in Finland 2014 - generated over 360% return on investment and resulted in 70% higher NORSPAN sales/capita in Finland than in any other European reference market - enabled thousands of patients with back pain to manage their pain better and enable them to improve their quality of live with exercise and rehabilitation

Chronic back pain has traditionally been treated with oral painkillers resulting in semi-optimal treatment outcomes. We wanted to challenge this misconception and generate interest for new treatment opportunity. In order to do this, we knew that we needed to deliver the new positioning of NORSPAN in an unconventional way and disrupt the conventions in prescripition drug marketing. In the heart of the concept was patient centricity and for that, we developed a highly differentiating key-visual. The concept was systematically implemented across all available channels (print, sales tools, digital media, exhibitons).