GAME OF PAIN

ClientRECORDATI PHARMA GMBH
Category B02. Dimensional Mailing
TitleGAME OF PAIN
Product/ServiceORTOTON®
Entrant PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Idea Creation PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Credits
Name Company Position
Jana Apostolopulu PINK CARROTS Communications GmbH Chief Creative Officer
Briana Bolger-Schuth PINK CARROTS Communications GmbH Creative Director
Harald Schumacher PINK CARROTS Communications GmbH Senior Art Director
Isabel Klempa PINK CARROTS Communications GmbH Senior copywriter
Max Damm PINK CARROTS Communications GmbH Copywriter
Andreas Horx PINK CARROTS Communications GmbH Chief Operating Officer
Ursula Stahl-Beisiegel PINK CARROTS Communications GmbH Director of Strategic Planning
Nadine Velten PINK CARROTS Communications GmbH Account Manager

The Campaign

We use the effect of recognition and show well-known back-pain patient types, but in a humorous way. Therefore, we have developed an entertaining quartet card deck showing patients in their typical pain postures. Our quartet card series includes 7 back-pain typologies; Ortoton plays the role of our "wildcard" that matches with every type of the suffering characters. In an engaging way, doctors can reflect on their own patients and detect the most common back-ache types in their practice that can be treated with Ortoton.

Creative Execution

First step – Teaser: The doctors receive the muscle tenseness quartet card game via mail. The deck contains 7 different cards with typical back pain patients; the posture and the symptoms are described in eye-catching and humorous illustration. Second step – solution: the doctors receive "the wildcard"– it’s the Ortoton card that matches with all kinds of back pain. The Ortoton card is based on the actual Ortoton campaign visual and bridges the mailing with our running cross-media campaign. Third step – reminder: a practice-relevant reminder – a notes block for doctors' appointments – completes the mailing campaign.

Results

The mailing campaign has reached the target audience exceptionally well, achieving a response quote of 6 % out of 10.000 physicians. The mailings have helped to expand Ortoton’s market leadership in the field of muscle relaxants. Ortoton is back in the relevant set of back pain therapies.

It’s a unique creative idea to get in contact with doctors who usually are quite hard to reach, because the sales force doesn’t visit them. The 3-step direct mailing helps to start a "cold calling" dialogue with doctors by arousing their curiosity about our product performance.

Target audience 10,000 doctors that haven't been contacted in person by the Recordati salesforce before. Approach and call to action We use the power of recall: every physician knows his patients well – and often, he recognizes at first sight what their problem is, especially when it comes to back pain. With our mail concept, we create a relevant link between back pain patients and Ortoton and inspire doctors to switch from a generic analgetic to a more effective muscle relaxant. To get their attention, we address physicians in a humorous and unseen way. At the same time, we deliver relevant insights and create a strong link between understanding the needs of patients and being an expert by the HCP’s side.