ABOUT

To create an interesting campaign it’s always better to have a story to tell. Well, with Xeplion, by Janssen, we had that premise from the get-go, when we were commissioned their star product launch in Psychiatry. It is important to mention that we had to follow international product advertising guidelines. Taking into account that we did not have any healthcare clients at the moment we had to prove very quickly that we knew and understood how to sell the product in a unique way, with a new focus and proposing original actions and pieces.

Always counting with the support of the lab’s marketing team, we proposed Ad pieces for the launch that no other country had proposed. Always respecting the international guideline, we evolved the concept to make it work in our favour. We tore down some preconceived notions, both with doctors and strategy wise, in regards to selling the product advantages.
And we succeeded in placing Xeplion Spain as a leader for Janssen in EMEA (Europe, Middle East and Africa).

Xeplion - The Future
To continue improving the positioning of Xeplion in the Spanish healthcare market, we decided to make the emotional benefits of the pharmaceutical as clear and evident as possible. Xeplion is a treatment for people that have a lifelong disease, and proper treatment can help people enjoy more fulfilled lives. The concept for this new marketing approach was: "A better future is already possible"
A better future for the patient, for their relatives, and of course, a treatment that is also better for doctors, who can now treat symptoms more effectively. We developed a battery of new concepts, new pieces and new images to launch this new positioning.