Launches deserve novel execution to garner attention in a crowded marketplace. IntelliAssist proudly recalls one of the new product launch planning and execution that could break clutter and command attention.
Zoltan, a division of Glenmark launched Telma AMH, a triple drug antihypertensive for patients who suffer from severe hypertension that is uncontrolled by two drugs. Telma is a prominent brand family housing several individual brands – Telma, Telma H and Telma AM. Also, it has a strong base of prescribing doctors.
The communication objective was to position Telma AMH as one of the revolutionary medicines that works well in extreme conditions where regular two drug combinations are not successful. IntelliAssist leveraged leadership personality of the brand family and combined recent events to create the launch campaign.
The creative idea was to communicate that in extreme conditions a leader is born to take control.
In March 2011, Shri. Anna Hazare’s first leg of anti-corruption movement and India winning the ICC Cricket World Cup were two big news headlines. Our teaser communication picked both these and highlighted that be it current affairs, sports or medical science – a leader is born in times of extreme condition to take control of situation. This piece of communication informed the doctors that very soon Zoltan will launch a triple drug combination for extreme hypertension. Subsequent collateral and launch event theme took the story forward. The campaign provided an opportunity to communicate business message and create social conversations; doctors shared their opinions on latest happening in the country and this resulted in to longer face-time for the field force with doctors.
The campaign consisted of the following inputs: two pre-launch, two leave behind literatures (LBL), one flash card and one visual aid. Field received good feedback on the launch communication and the product management team was recognized for being able to break the clutter.