Drawing Attention to Your Cause

The same principle applied when we launched the four-wave campaign for Sandoz Pharmaceuticals that resulted in a doubling of sales for its product. We appealed to the audience of pharmacists in a way that motivated it to respond, request information and, eventually, recommend the client’s product to its customers. And we never once mentioned the product, offer or price advantage in the series of cartoons. Instead, we focused on the pharmacist and his or her devotion to doing what’s best for customers.