Using webinars to reach HCP audience during a global crisis
Health | Film & Webinars | Sweden
Galderma asked UP to promote its Restylane Skinboosters™, Restylane™, and Emervel™ brands of facial aesthetics products to physicians. The communications challenge was to find a way to reinforce the brands’ clinical credibility with physicians, who make their reputations on the brands they choose.
Branding & communications / Digital marketing
Galderma is a global dermatology company. Partnering with healthcare professionals, it provides innovative medical solutions to patients with skin health needs. The field of facial aesthetics is especially important to Galderma – and it’s growing fast. Once only of interest to a small group of people, it is now spreading to a much larger demographic of both men and women.
The company asked UP to promote its Restylane Skinboosters™, Restylane™, and Emervel™ brands of facial aesthetics products to physicians. In line with the brand values, we put solid clinical evidence at the front and center of all their messages and claims. The communications challenge was to find a way to reinforce the brands’ clinical credibility with physicians whose reputations are based on the brands they choose.
UP researched all the scientific publications to extract facts that differentiate Galderma’s brands from their competitors.
In areas where published evidence was absent, we held workshops with clinicians who provided their thoughts about the products. We also developed and executed extensive online surveys that were designed to assess customer and consumer satisfaction with the treatments.
Based on our research, we developed the launch for the award-winning SmartClick™ Syringe for Restylane Skinboosters™ as well as a microsite for the Emervel™ brand. We created master sales aids for Restylane Skinboosters™, Restylane™, Restylane™ Skincare and Emervel™, and were entrusted to develop the strategic playbooks for all business areas. We underpinned all communication for Galderma’s aesthetic treatment division with the phrase: “Look Good, Feel Good”.
The online surveys proved to be highly convincing when presented in survey report forms. These showed the growing rate of adoption, as well as a high level of satisfaction with the results of treatment. Restylane™, Restylane Skinboosters™ and Emervel™ continue to grow at a massive rate. This success has influenced Galderma’s move towards direct sales and marketing in the US.