Replace what’s missing…
When Orthovisc launched, viscosupplements for osteoarthritis of the knee were marketed like commodities, with little attention paid to the differences among products. In addition, brand awareness of Orthovisc was nonexistent. To reinvigorate an underachieving brand, Metaphor developed a 2-phase strategy: First, a re-launch campaign targeted to physicians to convert them to OrthoVisc by leveraging the brand’s unique benefits; second, a targeted multimedia campaign to patients. “Replace What’s Missing” conveyed the Orthovisc story simply and compellingly with straightforward language and patient-friendly imagery. The result was strong, sustained sales growth.
©Metaphor, Inc. 2014