Joint Benefits

Background

Diclomax is an anti-arthritic therapy that improves joint mobility but has the added benefit of not upsetting the stomach, which many competitor products are apt to do. KoGEN Pharmaceuticals had recently run a press ad headlined ‘Joint benefits’ and featuring a man in his swimmers, hat and sandals on a beach, and wanted to follow this up with a direct mail piece to communicate the same message. Doctors get a large amount of direct mail so cut-through was imperative.

Idea

The mailer is an interactive version of the press ad and shows the elderly man in his swimmers, hat and sandals with the headline ‘joint benefits’. Each of the man’s joints have ‘here’ printed on them and are articulated by means of a rivet. A piece of string below his torso activates the arms and legs when pulled and the words ‘and here’ appear through a window in the man’s stomach to show that Diclomax is not just good for the joints, but has the joint benefit of being good on the stomach.

Results

This awareness piece won a Pharmaceutical Marketing Award for best direct mail as voted for by doctors.

Target Audience

Doctors

Size

1,000 mailings

Our Thoughts

This speaks for itself. The envelope draws attention to the problem, arthritis, and promises a solution. Open up and your Jiggly Man gives you an instant demonstration of what Diclomax does. The work of seasoned old pro’s who know what they’re doing.