| Title | ORIGINAL BECAUSE... 2.0 |
| Brand | GONAL-F® |
| Product/Service | FOLLITROPIN |
| Category |
E02. Direct to Healthcare Professional |
|
Entrant
|
SCHMITTGALL Stuttgart, GERMANY
|
|
Idea Creation
|
SCHMITTGALL Stuttgart, GERMANY
|
Credits
| Gunther Brodhecker |
Schmittgall Werbeagentur GmbH |
Chief Creative Officer |
| Eva Veit |
Schmittgall Werbeagentur GmbH |
Art Director |
| Hans-Jörg Fauth |
Schmittgall Werbeagentur GmbH |
Art Director |
| Julia Barner |
Schmittgall Werbeagentur Gmb |
Copywriter |
| Winfried Krenz |
Schmittgall Werbeagentur GmbH |
Account Executive |
| Heidi Funk |
Schmittgall Werbeagentur GmbH |
Chief Medical Officer |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
The German Drug Advertising Law (Heilmittelwerbegesetz (HWG)) regulates advertising in the healthcare sector. The biosimilar’s market is highly competitive with all suppliers facing the same marketing limitations. Nevertheless, this campaign’s visuals and headlines stick out, bringing the message across that a copy is never quite as good as the original.
Describe the target audience and why your work is relevant to them.
Due to legal restrictions, advertising for Gonal-f® can only be addressed to doctors, e.g. in specialist print ads or accompanying materials of sales representatives. The fact that patients cannot be reached directly, makes it even more important to convince physicians that a similar product is not identical to the original.