Harnessing immune memory
Branding the science of Aldara—a topical cream that activates the skin’s immune system to fight disease—had already been accomplished. But the brand had been launched for treatment of genital warts, and it now needed to be re-positioned for broader indications: actinic keratosis (pre-cancerous lesions) and superficial basal cell carcinoma. The new campaign expanded the science into the realm of the skin’s immune system, combining compelling scientific graphics with solid efficacy data. This successful campaign distinguished Aldara over competing surgical and chemo-destructive treatments among both physicians and patients.
©Metaphor, Inc. 2014