Schaefer Advertising Co.

Healthcare

Situation Analysis

Alcon Vision Care operates in a highly competitive, innovation-driven category where differentiation often defaults to product claims and clinical data. At major industry meetings like the American Academy of Optometry (AAO), brands compete for attention in an environment saturated with booths, promotions and transactional interactions. When presented with a standard “Cash Cab” sponsorship opportunity, the risk was clear: a novelty activation that would entertain but fail to meaningfully advance brand perception.

Schaefer recognized an opportunity to elevate this tactic into something more strategic and transform a passive sponsorship into an active demonstration of Alcon’s customer-first philosophy. The challenge was to break through the noise of a crowded, distraction-heavy conference environment and reposition Alcon as a brand that listens, engages and co-creates with optometrists.

To succeed, the program needed to leverage physical media not just for visibility, but as a catalyst for authentic dialogue — turning a fleeting transportation moment into a memorable, insight-generating brand experience that extended beyond the show floor.

Goals

Schaefer grounded the program in a key behavioral insight: optometrists value peer exchange and candid dialogue but are often constrained by time and the formal nature of conference environments. Traditional booth interactions rarely foster authentic, unguarded conversations.

We also identified that AAO attendees navigate dense schedules, moving constantly between sessions, hotels and networking events, making transit moments an underutilized but high-value engagement opportunity.

Planning focused on maximizing this “in-between” time. Rather than treating the cab as a simple branding vehicle, we designed it as a mobile conversation platform. Pre-event research informed a multi-channel buildup strategy, including geo-targeted media, display advertising and a reservation-based system to create exclusivity and anticipation.

Creative and operational planning prioritized scalability, content capture and compliance, ensuring conversations could be repurposed post-event. The result was a fully integrated program that extended beyond a single activation. From the outset, we designed this program to evolve into a repeatable, year-long engagement platform across major industry meetings.

Target Audience

The primary audience was U.S.-based optometrists attending major industry congresses, particularly AAO — clinicians who balance patient care, practice management and ongoing education.

This audience is highly knowledgeable, time-constrained and often skeptical of overt marketing. They value practical insights, peer validation and brands that demonstrate a genuine understanding of their day-to-day challenges.

Secondarily, the program reached broader eye care professionals through shared content, including optometric staff and industry stakeholders engaging via social channels post-event.

Importantly, the audience context was dynamic: professionals in transit, often distracted, navigating busy schedules. This required messaging and design that could capture attention instantly while also rewarding deeper engagement for those who opted in.

By meeting optometrists outside the traditional booth environment in a more relaxed, conversational setting we were able to engage them as individuals rather than targets, aligning with their preference for authentic, unscripted interaction.

Campaign Objectives

The program was designed to achieve both perceptual and behavioral outcomes:

  • Reposition Alcon as a brand that actively listens to and collaborates with optometrists, rather than simply marketing to them
  • Drive engagement through participation in the Eye Cab experience, both via reservations and spontaneous interest
  • Generate actionable insights from real conversations with practitioners
  • Extend impact beyond the event through captured content shared across digital and social channels
  • Create a scalable platform that could be deployed across multiple industry meetings

From a media perspective, the objective was to maximize the value of a physical, OOH-like asset (the cab) by transforming it into a multi-touchpoint experience — before, during and after the event.

Success would be measured not only by participation and traffic, but by the program’s ability to stand out in a crowded environment and spark sustained conversation within the optometry community.

Strategic Insight

The breakthrough insight was simple but powerful: the most meaningful conversations with optometrists don’t happen in booths. They happen in motion, in the margins of their day.

Transit time represents a rare moment when practitioners are physically captive but mentally open. They’re removed from clinical responsibilities and more willing to engage authentically.

By reframing transportation as an opportunity for dialogue, Schaefer transformed a passive media placement into an active listening platform. The familiar “Cash Cab” format lowered barriers to participation, while the reimagined “Eye Cab” concept aligned the experience directly with Alcon’s category and purpose.

This approach allowed Alcon to demonstrate — not just claim — its commitment to customer insight, turning real conversations into both content and proof of intent.

Ultimately, the strategy leveraged physical space not just for visibility, but for connection, making the medium itself an integral part of the message.

Creative Execution

The “Eye Cab” brought the strategy to life through a bold, immersive physical experience. A fully wrapped Tesla, designed with iconic, high-contrast yellow cab-inspired graphics, ensured immediate recognition and memorability in busy urban conference settings.

Inside, the experience blended entertainment with purpose: an engaging driver/emcee guided optometrists through lighthearted, Alcon-themed trivia while prompting authentic conversation about their professional experiences, challenges and needs.

Pre-event, targeted display and geo-fenced media built anticipation and drove reservations through a dedicated landing page. At the event, tactile elements including custom stickers, branded cookies, branded water and the premium vehicle experience all enhanced memorability.

Every interaction was captured (with consent) to fuel post-event storytelling across social channels, extending the life of the activation.

The result was a seamless integration of OOH, experiential and digital media where the physical environment served as both stage and storytelling engine.

Response/Results

The Eye Cab program generated both immediate engagement and lasting impact.

  • 30,000+ site visits driven by the pre-event media campaign
  • 100% reservation fill rate, with rides selling out across major shows
  • Significant on-site buzz, with widespread anecdotal feedback and organic word-of-mouth among attendees

Beyond these metrics, the program fundamentally shifted perception. Attendees didn’t just see Alcon — they experienced its commitment to listening firsthand.

The success of the initial activation led to expansion into a year-long, multi-event program, reinforcing consistency and deepening engagement across the optometry community.

Captured video content extended reach beyond attendees, amplifying authentic voices and insights through social channels.

Most importantly, the program delivered on its core objective: transforming a one-off sponsorship into a scalable platform that differentiated Alcon as a true partner to its customers.

Situation

Each year, Vision Source Exchange brings together thousands of independent eye care practitioners for one of the most influential conferences in the industry. For a global eye care leader presenting on the mainstage, this is a high-stakes opportunity to reframe how Vision Source members perceive their relationship with the brand. The goal: shift from “premium vendor” to “innovative partner.”

The vision for the mainstage video was ambitious. Cinematic. Heroic. A movie-trailer-meets-optometry production that would stop a room full of providers in their tracks and make them feel genuinely equipped and inspired.

There was just one problem: the timeline was compressed, the budget was constrained, and the production ambitions were anything but.

Goals

  • Produce a polished, premium-quality conference video that felt worthy of a global brand’s mainstage presence
  • Deliver on a creative concept that called for multiple locations, custom environments, specific talent, and a cinematic tone
  • Compress a traditionally lengthy production and approval process into a fraction of the typical timeline
  • Align stakeholders across multiple internal teams around a bold, unfamiliar creative direction

Approach

Rather than scale down the vision, we found a smarter way to bring it to life.

Green screen as the production backbone.

Nearly the entire video was shot in a controlled green screen environment. This gave us the flexibility to build “The Forge” — the video’s central command-center setting — entirely in post, without the cost or logistics of a real location build. It also meant we could deliver more than a conference room dressed with props. Instead we created a world that felt cinematic and intentional.

AI-generated environments and branded customization.

We used AI to design and render the immersive Forge environment. Multiple screens, branded interface graphics, and custom visual details were all built using AI-assisted tools giving us the kind of production design that would typically require a significant art department budget. Branded customizations were woven throughout the background, reinforcing the client’s visual identity and elevating what could have been a generic environment.

AI-assisted cityscape for the intro and outro.

The script called for recognizable skyline imagery to ground the video in a real conference city. Licensing prominent real-world landmarks carries both cost and legal complexity that challenges an already compressed schedule. We used AI to generate a stylized, cinematic cityscape that captured the spirit of the location without triggering rights issues or clearance delays.

AI voice over.

The client had a very specific sonic vision for the VO: a premium, cinematic “hero trailer” voice with warmth, authority, and the right pacing to carry the emotional arc of the piece. Traditional casting simply couldn’t guarantee that specific caliber of delivery within the timeline. We turned to AI voice generation, iterating until we had exactly the tone and energy the concept demanded.

AI-powered storyboarding to accelerate alignment.

One of the more quietly significant challenges on this project was internal stakeholder alignment. The creative concept was bold and unfamiliar — a hero-inspired heroic narrative with a custom-built sci-fi command center isn’t something everyone can visualize from a script and a mood board. We used AI to develop detailed, photorealistic storyboard frames that showed the client exactly what the video would look and feel like before a single camera was turned on. For stakeholders who don’t live in the creative world day-to-day, seeing is believing. Those visuals transformed what could have been a slow, iterative approval process into a confident green light.

Results

The video debuted on the Vision Source Exchange mainstage and delivered exactly what the concept promised: a cinematic, cohesive brand moment that positioned the client as a forward-thinking innovation partner. The production met the client’s creative vision without exceeding budget parameters, and it was delivered on a timeline that would have been impossible under a traditional production model.

More importantly, it demonstrated something the industry is still learning: that AI isn’t a shortcut that compromises quality. When applied strategically, it’s a tool that makes ambitious creative possible at the speed and scale that real-world marketing demands.

Want to talk about what’s possible on your next production? Let’s forge something together.

Situation

In a category defined by clinical credibility and cold, white-coat confidence, a global eye care leader faced a deeply human problem: nobody was listening.

Independent optometrists — the doctors most critical to driving contact lens prescriptions — were tuning out. Brands were showing up with shiny new launches and aggressive messaging, and the perception was spreading that this client, despite a portfolio with genuinely best-in-class technology, had gone quiet on innovation. Meanwhile, the very platform designed to transform how practices managed patient reorders — a digital tool proven to improve satisfaction and drive revenue — was being underutilized simply because busy staff didn’t have time to be sold to.

The annual IDOC Connection conference represented a high-stakes opportunity to change all of that. Three thousand independent optometrists. One room. A shot to shift the narrative.

The temptation was obvious: lead with data, stack the deck with stats, reassert authority. But authority wasn’t what the audience needed. They needed to feel seen.

Goals

  • Re-earn trust from ECPs who had begun drifting toward competitors, particularly among members prescribing less than a third of their contact lens volume through the brand’s portfolio.
  • Reignite enthusiasm for a flagship daily lens — a proven product whose comfort technology remained unmatched, but whose time in market was being used against it.
  • Drive meaningful adoption of a digital ordering platform that could genuinely transform practice profitability, but had struggled to break through the daily noise of a busy optometry office.

Success was measured in action: booth engagement, education session attendance, and ultimately, the willingness to buy.

Approach

At Schaefer, we believe humanizing is a strategic choice. One of the most human things a brand can do is make people laugh.

We know laughter is how people lower their guard, open their minds, and actually receive new information. Humor is trust, compressed. It says: we know what you’re dealing with, and we’re not going to pretend otherwise.

So instead of producing another polished, authoritative product film, we made a mockumentary.

Focus Group of the Future dropped an entirely mismatched cast of characters into a fluorescent-lit conference room and asked them a deceptively simple question: what does the future of eye care look like? The group proceeded to hilariously, authentically, and thoroughly answer that question without ever once being asked to sit through a product presentation.

Confessional cuts. Awkward pauses. A moderator slowly losing control of the room. Props with running jokes. A character who keeps shouting product names through soundproof glass. Every laugh was engineered to land a message. 

Every scene was structured around a real audience objection or ECP insight pulled directly from strategic research. The film turned hard truths into the story. Because the insight at the heart of the campaign was creating awareness that the future your patients are asking for already exists, and you’re the one who gets to give it to them.

In a category where content is often forgettable the moment an attendee leaves the session, we built something that could travel without losing its energy or its point. We helped our client honor the science and care by making it accessible and human. 

Results

Humor in healthcare isn’t always a risk. When patients are overwhelmed, when doctors are burned out, when staff are stretched thin, the brands that show up with joy — real, earned, strategically deployed joy — are the ones people remember. And the ones people trust.

The future of eye care, it turns out, looks a lot like a conference room with bad muffins, a rep who can’t stop shouting through glass, and a fifteen-year-old who is absolutely not emotionally ready to touch his own eye.

And that’s exactly the point. Ready to make your audience feel something? Let’s talk.

Situation

Cetaphil, a globally recognized skincare brand, underwent a major rebrand to modernize its identity and better connect with everyday consumers. However, this visually-driven evolution presented a unique challenge: how to translate a consumer-centric rebrand into meaningful, science-backed messaging for healthcare professionals (HCPs). Schaefer was tasked with bridging this gap—developing tools that maintained the integrity of the refreshed brand while reinforcing clinical credibility and driving engagement with an expert audience.

Cetaphil Print Branding

Goals

  • Adapt consumer-driven brand elements to resonate with HCP expectations and standards.
  • Preserve and emphasize Cetaphil’s clinical heritage and scientific validity.
  • Create impactful sales tools that effectively communicate key claims without overwhelming.
  • Enhance memorability and in-office usability of leave-behind and sales materials.
Cetaphil Print Branding 2

CTMP Provider Leave Behind

To replace a flat and forgettable 5×7 card, our team engineered an innovative fold-out piece modeled after a flower petal. Each fold highlights one element of Cetaphil’s core C-T-M-P regimen—Cleanse, Treat, Moisturize, Protect—offering providers a dynamic and educational interaction. This redesign not only aligned with the new aesthetic but also added dimension and memorability to in-office conversations.

Cetaphil CTMP Pedal Card

Core Product Line Surprise & Delight Boxes

We curated and distributed 3,500 premium mailers to key HCP influencers, each containing Cetaphil’s three core products. These boxes debuted the new visual identity while spotlighting recent clinical study data that reaffirmed product efficacy. The packaging and accompanying materials were crafted to elicit excitement, reinforce trust, and encourage in-office trials.

Cetaphil Delight Boxes

In-Field Sales Materials

The team diligently redesigned a full suite of in-field sales materials with a refined, unified visual language aligned to the consumer brand. Every piece was carefully rewritten to sharpen core messaging and elevate key claims—removing clutter while preserving clinical rigor. These tools now empower sales reps to deliver clear, confident, and compelling conversations with HCPs.

Cetaphil Product Carriers

Results

  • Reinvigorated provider brand perceptions through engaging designs, clear claims and impactful packaging.
  • Successfully extended a consumer-facing rebrand into the professional healthcare space and created a model for client internal teams and partners to model.
  • Delivered a cohesive HCP toolkit that balanced brand storytelling with clinical depth achieving positive in-field feedback for both clarity and quality.
  • Equipped sales teams with tools that improved confidence and message retention.
  • Enhanced HCP engagement with more interactive and visually compelling materials.

Summary

Cetaphil’s global rebrand provided an opportunity to reimagine its presence across all touchpoints—including those targeting healthcare professionals. Schaefer Advertising rose to the challenge by translating the refreshed brand identity into HCP-relevant communications that elevated both perception and performance. Through thoughtful design, clinical storytelling, and strategic delivery, we helped bridge the gap between style and science—ensuring Cetaphil continues to earn trust on both sides of the counter.

Situation

Cetaphil introduced a groundbreaking new product, SKIN ACTIVATOR Hydrating & Firming Cream, designed to address crepey skin with a proprietary blend of Centella Asiatica and Mandelic Acid. Our challenge was to create an engaging, educational campaign targeting healthcare providers (HCPs) to drive awareness and consideration of the product over alternative treatments like lasers or microneedling.

galderma skin activator ad

Goals

  • Educate HCPs and communicate the scientific benefits and mechanism of action of Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream.
  • Position Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as a new technology in the market to emphasize its superiority over alternative treatments like lasers or microneedling.
  • Boost consideration and encourage HCPs to consider Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as a recommended treatment for crepey skin.

Strategy

Create a visually compelling and, where possible, sensory journey to educate HCPs on the benefits of Cetaphil’s new SKIN ACTIVATOR Hydrating & Firming cream for the treatment of crepey skin. This educational campaign was brought to life in a few key materials including a provider video, surprise and delight product drop and supporting in-office / sales materials. We focused on highlighting the science behind this new, innovative productive and its proven efficacy in visibly improving skin firmness and texture.

Solution

HCP Educational Video:

The hero of the campaign was a sleek, two-minute provider education video, incorporating a mix of 2D and 3D animations to visually illustrate the product’s dual-action formula. Through dynamic visuals, we showcased how Centella Asiatica and Mandelic Acid work together to activate the skin’s moisture barrier and stimulate surface cell turnover. A confident, informative voiceover guided HCPs through the product’s mechanism, positioning SKIN ACTIVATOR Technology as the superior differentiator in this topical solution for aging, thinning skin.

galderma skin activator peak box
galderma skin activator peak box open

Surprise & Delight Provider Drop:

First impressions are paramount so to leave a strong impression with HCPs, we developed a surprise-and-delight box that not only introduced Cetaphil’s new product but also brought the disease state to life through texture. Simplicity was key, ensuring alignment with Cetaphil’s refined brand guidelines, which prioritize concise and impactful messaging. Since the box contained two additional educational pieces with ample content, our copy was strategically crafted to spark intrigue and excitement, encouraging deeper engagement.

To guide the user journey, we incorporated a functional yet elegant design element—a pocket on the lid—to house additional materials. Thoughtful prompts like “open pocket to learn more” provided clear navigation while maintaining a clean aesthetic. Most importantly, we embraced a sensorial approach, integrating textures that represented the experience of thinning skin. By inviting touch and interaction, the design reinforced both the product’s purpose and its transformative benefits, making the unboxing experience both educational and immersive.

galderma skin activator hcp elements
galderma skin activator hcp elements cream

HCP Supporting Sales and In-Office Materials:

To complement these visually impactful elements, we designed a product sample card specifically tailored for direct dispense dermatologists, alongside a sales sheet and social graphics to bolster in-office educational efforts by the Cetaphil account team. These materials were crafted with a clear focus on the science behind the product, leveraging robust data and detailed clinical results to build credibility and trust. We showcased striking before-and-after images that highlighted the quick and effective outcomes of the product, helping to communicate its immediate impact on patients’ skin health.

We navigated the complexities of demonstrating product efficacy aligned to regulatory guidelines through a clear, yet creative, messaging strategy. The final materials provided a valuable resource for dermatologists and other healthcare providers, helping them make well-informed decisions about introducing this new product to their patients.

galderma skin activator social media

Results

  • Navigated complex compliance regulations to create a clear & compelling message that would resonate with providers
  • Implemented creative, yet cost efficient ways to demonstrate the product’s efficacy leveraging multiple senses
  • With open lines of communication, developed these launch assets within a short, 4-month time frame to ensure sales team readiness.

Summary

By developing a visually compelling and scientifically grounded narrative, we successfully positioned Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as the innovative choice for treating crepey skin. The campaign serves as a prime example of how creative storytelling can drive awareness and consideration within the healthcare market.

​​This case study highlights Schaefer’s commitment to transforming the healthcare experience by creating thoughtful, human-centered solutions that foster meaningful connections between providers and products. By blending education with engagement, we helped Cetaphil deliver a message that resonated on both a scientific and sensory level, encouraging healthcare professionals to consider the transformative potential of the SKIN ACTIVATOR Hydrating & Firming Cream for their patients.

In an industry as dynamic as dermatology, it’s no surprise that AAD 2025 was the biggest conference yet. Thousands of attendees, exhibitors, and industry leaders gathered in sunny Orlando for a high-energy event filled with cutting-edge science, emerging trends, and powerful conversations. Now that the dust has settled, we’re sharing our key takeaways and reflections.

A Presence with Purpose

At Schaefer, we showed up in full force to reaffirm our long-term commitment to dermatology. Over two whirlwind days, we reconnected with longtime partners, discovered the latest innovations, and forged new relationships. But beyond the buzz of the show floor, we led with strategic curiosity—observing both subtle and seismic shifts shaping the field. After all, insight fuels innovation, and here are five key themes that stood out:

1. The Regeneration Race

Beyond the industry giants, a growing number of companies are vying for leadership in skin regeneration technologies—particularly exosomes. While clinical data in this space remains sparse, the buzz suggests a major breakthrough could be on the horizon. The question isn’t if, but when someone will unlock meaningful evidence to tap into this category’s massive potential.

2. Elevating Skin of Color Solutions

The emphasis on solutions for skin of color continues to mature, with major manufacturers (Pfizer, Lilly among others) driving meaningful conversations. While not a new topic, seeing this priority amplified at AAD after years of industry evolution was noteworthy. Inclusive skincare isn’t just good science—it’s good business.

3. Personalized Diagnostics Take Center Stage

Across multiple therapeutic areas—ophthalmology, oncology, and now dermatology—personalized diagnostic and treatment integrations are surging. AAD validated this trend, with La Roche–Posay drawing long lines for its personalized swab skin test. The real question is: how will brands leverage these diagnostics to drive long-term patient engagement and loyalty?

4. The Power of Regimen Reinforcement

Muhammad Ali once said, “It’s the repetition of affirmations that leads to belief.” Marketers know that repetition is key to building brand trust, and at AAD, regimen-based messaging was everywhere. Galderma and Cetaphil stood out as strong examples, reinforcing the power of structured skincare solutions to improve patient outcomes.

5. Milestones, Heritage, and Brand Legacy

Stepping back from the flurry of new product launches, a compelling meta-theme emerged: brands are leveraging anniversaries and milestones as strategic positioning tools. Among many others, CeraVe showcased its 20-year journey with a museum-style timeline, Cosentyx highlighted a decade of industry collaboration, and Candela celebrated 50 years of leadership. Are these narratives influencing prescriptions and referrals? Are they defenses against startup pressure? Likely, it’s a mix of both—proof that longevity and legacy matter in this market.

Beyond the Surface

More than anything, AAD 2025 reinforced the passion that drives this industry forward. Dermatologists, NPs, PAs, aestheticians, and industry leaders share a deep commitment to improving patient health — and it’s that human connection that fuels real innovation.

At Schaefer, we’re more than healthcare specialists — we’re human specialists. We craft emotional resonance that connects brands with people, ensuring better engagement and, ultimately, better outcomes.

If you’re ready to bring this perspective to your brand, let’s talk.

Situation

Menninger Clinic, a nationally ranked mental health facility, first asked Schaefer to help develop a patient-facing campaign. However, business conditions quickly shifted and the team agreed the best strategic approach was to target HCPs. This provider audience needed to understand Menninger’s complex service offering and its value as an in- or out-patient treatment facility for mental health services. Schaefer stepped in to concisely communicate and highlight the factors that differentiated Menninger among a broad audience of mental health professionals and referrers.

Menninger Landing Page

Goals

  • Develop a simplified and streamlined brand messaging that resonates with professionals
  • Cut through the clutter of a crowded communications landscape
  • Drive awareness and website traffic and, ultimately, requests for information
Menninger Clinic Display Banners

Strategy

Focusing on the big picture and keeping long-term objectives in mind, Schaefer formulated creative that promoted Menninger’s ‘path for every patient’ in the complex field of mental health. Messaging centered on the nuances and differentiating factors of the client’s service offering.

From there, our team crafted an eight-month media strategy designed to maximize the client’s budget and resources and reach a new audience of providers.

Menninger Clinic Direct Mail

Solution

The campaign integrated digital, online, print, display, and social media elements to reach key audiences that were most likely to convert. The use of highly targeted media – such as electronic medical record (EMR) display ads that reached providers at a point of engagement when referring would be top of mind and media that targeted prescribers of specific medications – ensured that Menninger would get through to the right people.

In addition, the creative humanized a very complex and critical subject matter, building a messaging platform that also supported Menninger’s long-term growth and evolution goals.

The effort launched during Mental Health Awareness month to leverage the audience’s heightened interest in mental health issues and solutions.

Menninger Clinic Direct Mail

Results

Almost immediately after launch, the campaign met or exceeded all performance goals. Over the duration of this 11- month campaign, our efforts generated:

  • Over 62,000 unique new users
  • Engaged over 197,000 targeted providers
  • Drove 191 direct primary conversions

The rapid and directly attributable results stand as proof that the campaign delivered a relevant message to the right audience.

Menninger Clinic Print Ad

Summary

Our work for Menninger illustrates the importance of understanding the messages that will best resonate with the target audience. It is a clear demonstration of the importance of getting the right message to the right people at the right time – when they are highly receptive and most likely to respond.

Menninger Clinic Paid Social

Giving Kyzatrex® renewed energy and vibrance with a new brand campaign.

Kyzatrex Law Mower Hero

Situation

More than 20 million men deal with problems related to hypogonadism, or low testosterone. Many patients and HCPs have preconceived notions about diagnosis and treatment, and tend to focus solely on sexual health benefits. But low testosterone can also contribute to health problems ranging from mild issues such as fatigue, to severe problems including obesity, type 2 diabetes, CVD and mental illness.

Testosterone replacement therapy (TRT) is an emerging market that still falls to the bottom of the priority list for many HCPs. Despite its prevalence and chronicity, the diagnosis, administration and management of TRT remains a complex journey that, until Kyzatrex®, only came in painful, inconvenient or messy treatment options. Kyzatrex, however, brought an innovative new approach to the market by providing the option of helping patients address this important metabolic issue with a convenient daily oral dose — a difference that HCPs needed to be aware of.

Kyzatrex Heroes

Goals

  • Create a campaign that “cuts through the clutter” of prescriptive testosterone patches, gels, pills and injections
  • Develop brand messaging that resonates with both consumers and healthcare providers
  • Boost brand awareness rapidly
  • Establish metrics for gauging the success of the campaign

Strategy

Because HCPs and patients alike primarily equate testosterone primarily with sexual health, Kyzatrex needed to change the conversation. Research provided insights and understanding of the target’s mindset that led to a revelation: Kyzatrex delivers the total package — convenience and a therapeutic option for a critical metabolic health issue. More importantly, Kyzatrex helps HCPs and patients make more of their everyday lives and activities.

We tapped into the truth around this once mysterious condition and chose a path that took the emphasis off of sexual health. Instead, we turned the spotlight on how TRT impacts a patient’s everyday tasks. Through our creative approach, we made men heroes of their lives again, elevating the mundane into heroic feats. We engaged HCPs with images as dynamic as movie posters, glorifying the way the daily grind can actually be heroic when their patients feel like themselves again. And, with meaningful clinical data to back it up, we ensured the HCPs would be heroes, too.

Turning the ordinary into the extraordinary. Making mundane moments memorable. Framing the everyday as heroic. In short: Changing the conversation.

Kyzatrex Brochures

Results

Within a quarter of launching a bold, attention-grabbing campaign that used print, collateral, digital and social channels, the client was able to rapidly grab attention — and secure results. Among them included:

  • Generating a rapid spike in prescriptions
  • Inking a number of high-profile clinical agreements
  • Establishing an important co-marketing relationship with a leading telehealth company

Summary

The more competitive a market or communications space becomes, the more crucial it is to find ways to elevate a brand above the noise and clutter. In this case, a breakthrough shift to a differentiated brand personality embraced bigger, bolder graphics, allowing Kyzatrex to do exactly that. It also effectively engaged patients and HCPs in a highly human-centric way, positioning the client for greater success and to secure a larger share of this growing market.

Kyzatrex ads

Using BigFoot to tease a big reveal. 

Situation 

Within the eyecare industry, the idea of interventional glaucoma treatment has been categorized as an elusive myth for years. ViaLase developed a game-changing system designed to leverage two proven technologies to create a new, non-invasive approach to glaucoma. When this new system is approved by regulatory agencies, the myth will finally become a reality. Therefore, our client needed a campaign that would create attention and support a successful launch of the new concept.

Goals

  • Develop materials needed for a successful brand launch
  • Develop a highly visible campaign that would cut through the clutter of a crowded market 
  • Rapidly generate brand awareness
  • Explain the fundamental technology behind the device
  • Solicit interest and inquiries from qualified leads
  • Provide meaningful measurements of the campaign results

Strategy

Schaefer Advertising responded with a showstopping, attention-grabbing campaign that used teaser imagery of a Sasquatch, or “BigFoot”, creature to convey that the “mythical creature” was finally here – and real. The sheer uniqueness of the concept was a huge and dramatic departure from the cold, clinical ads embraced by other players in the industry. 

Solution

An integrated campaign was launched that included paid search, organic social, email, and digital display on well-known industry publications and websites. Each medium enabled the client to tell its story and document the response rates as viewers clicked through for downloads, demos and landing-page visits. 

Vialase yeti display ads

Results

By leveraging paid search and strategically-chosen publication placements (such as newsletters, e-blasts, ROS banners, and sponsored social posts), the campaign achieved noteworthy results within the first three months of launch.

  • Website tracking identified 98% new site visits, with an impressive 53% engagement rate
  • High clickthrough rates 
  • And, most importantly, awareness started with a bang, with healthy responses from an elite and highly-qualified audience of eyecare and glaucoma specialists
Sessions

15,864

New Users

13,771

Pageviews

17,130

Engagement Rate

53.42%

Vialase yeti print ads

Summary 

The launch campaign accomplished its primary goal of driving brand awareness among surgeons for ViaLase and its innovative design.  And, in addition to gaining insights into paid search performance, the client began to forge strategic partnerships with leading industry publications. The geographic spread and engagement metrics highlight the campaign’s effectiveness in reaching a qualified audience, setting a strong foundation for future marketing efforts.

Overall, the campaign was another example of Schaefer’s ability to combine solid knowledge of healthcare markets and attention-grabbing creativity to tell a cohesive and relevant brand story.

Developing sales support materials that are on time, on budget — and on the mark.

Situation

Galderma, a leading manufacturer of OTC and prescription skin care products, had developed a new formula aimed at helping teenagers fight acne. The new product’s launch faced two challenges: First, it had a new and unique Mechanism of Action (MOA) that needed to be communicated to dermatologists and other healthcare professionals (HCPs). Second, a limited budget restricted the options that their large global brand agency was able to provide.

Goals

  • Support the new brand launch of Twyneo
  • Distill key product information and prepare highly memorable assets
  • Expand the reach of launch budget by providing better value than larger global agencies
  • Encourage HCPs to write Twyneo for teen acne patients by clearly differentiating the product

Strategy

At the core of the product’s efficacy was a microencapsulation technology that combines tretinoin and benzoyl peroxide (BPO). Both molecules have proven efficacy for the treatment of acne but had never before been combined into one formulation. The goal of the initiative was to equip the sales reps with materials that could simply outline and educate how microencapsulation works on the skin, to an audience of HCPs.

Twyneo Sales Aid

Solution

Healthcare professionals tend to be busy people, and the solution needed to communicate quickly and effectively. Schaefer designed a compelling sales aid that used custom die-cut and pop-up images to clearly show how encapsulation worked, and how it set Twyneo apart from other products on the market.

A complementary animated video brought the MOA to life and used Key Opinion Leaders for narration. Schaefer created a visual tool that did the heavy lifting of differentiating the product, while working within the brand’s existing graphic standards.

These effective, engaging sales tools enabled the reps to make a visually compelling case for how this never-before-seen combination of molecules provided HCPs — and their teen patients — with a new solution for moderate to severe acne.

Twyneo Close Up Sales Aid

Results

Working on a tight timeline and narrow budget, Schaefer:

  • Developed a suite of sales resources (innovative sales aid and MOA video) that equipped the sales team for a successful product launch.
  • Highlighted the unique and innovative nature of the new product
  • Supported successful first-year adoption through in-person sales  

Summary

By working within the client’s budget and timeline, Schaefer provided a level of value and quality that extended the client’s budget far beyond the capabilities of a large, global agency. Our “right size” agility and flexibility enabled us to mobilize quickly, and develop distinctive, memorable launch assets that led to a successful adoption curve with HCPs.

Schaefer Advertising Co. | Ft. Worth, Texas
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