Elevate Healthcare Marketing

For some people, the idea of the pain of a needle stick is debilitating.

And for others, like pediatric oncology patients or women undergoing infertility treatments, the sheer number, size, or frequency of the needle-stick pain becomes an issue. Yet many HCPs don’t know the extent of how much their patients dread needle-stick pain—or that it can be bad enough that they don’t get medically necessary treatments. The drama and eye-catching nature of the “scorpion” was the right tone and the right metaphor to trigger discussion with HCPs. It provided them with an idea of how many of their patients view even a simple injection with fear and anxiety and reinforced the urgent need to do something about it to help.

THE OBJECTIVE

The STOP THE STING campaign was created to help build awareness of just how bad the problem seems to some patients and to position SYNERA, the unique heat-activated pain patch, as the best solution to help those people cope and continue with their treatment.

THE CREATIVE

The drama and eye-catching nature of the scorpion syringe was the right tone and the right metaphor to trigger discussion with HCPs. It provided them with an idea of how many of their patients view even a simple injection with fear, anxiety, and even contempt, and reinforced the urgent need to do something about it to help.

It’s a problem setup and resolution approach that captured the need to take the sting out of needle-stick pain—and captured the attention of HCPs in a series of ads, banners, waiting room materials, and videos.

Photo mosaic

The campaign is a hit with the sales reps across the country

The new campaign replaced a long-standing, very soft patient imagery campaign late in 2018, and it immediately had the effect of reenergizing a sluggish sales force, increasing call numbers, time, and closes significantly. Early results show the campaign is a great success, and brand share is up, as sales representatives report 100% usage of the campaign in sales calls, and high recall of the campaign and SYNERA in target offices.