Schaefer Advertising Co.

Healthcare

The Situation

Apps are everywhere and ever-reaching into the little nooks of our lives to improve some aspect of our experience. Want to plan your meals by the cycles of the moon? There’s an app for that. Want to order delivery Thai food without having to speak with someone or exchange cold hard cash? There’s an app for that. Want to have a group light-saber battle with your friends and family and divide the group among Jedi and Sith? You get the idea: from fun to food delivery, apps are diverse and serve a variety of functions. But, there’s a decided lack of apps on the market that support someone in their struggle against acne – until now.

Epiduo® Forte Gel Helps Teens and Their Dermatologists Manage Acne Treatment

Epiduo® Forte Gel (adapalene and benzoyl peroxide), 0.3%/2.5% is a once-a-day prescription topical acne medication with two active ingredients—adapalene and benzoyl peroxide. The powerful combination works together to treat tough acne and help prevent recurring acne from forming by unclogging pores and killing bacteria. Epiduo® Forte Gel had an existing app on the market called “epi-tracker,” but they were in need of a new set of eyes and a complete application refresh that really engaged users and retained their attention to the app. They wanted something that was user-friendly, and an app that partnered with healthcare providers to bring about better products and services.

When acne patients visit their healthcare providers, there is rarely enough time for the patients to become educated on their acne, or how best to treat it. In addition, it is crucial for acne patients to use products as directed to see a change in their condition. So, our app needed to continue to educate patients about their acne and encourage them to maintain their Epiduo Forte treatment plan to best manage their skincare.

Goals

  • Drive new myForte app downloads.
  • Drive consistent user engagement.
  • Educate acne patients about best practices for their skin care.
  • Encourage people to use the app daily to achieve desired results.
  • Make myForte a valuable, reliable resource for acne patients that use Epiduo® Forte Gel.

Approach

Going into the project, we knew that the patients using the myForte app were in a vulnerable state. Living with acne is a very personal battle that can have a powerful, negative impact on those suffering from it. So, we wanted to build an app that supported patients in their pursuit to treat their acne and gave them confidence to take control of their acne.


The Creative

Before kicking off the app, we needed a name. To quote Shakespeare (sorry), “What’s in a name? That which we call a rose by any other name would smell as sweet.” While we agree with big Bill, naming a healthcare app can be tricky, mostly because healthcare nomenclature can sometimes be incredibly sterilized and devoid of emotion, but treating acne is not an emotionless battle. We wanted a name that reflected the user’s personal stake in their health and one that empowered them to treat their acne. We ultimately chose “myForte,” which gives the user ownership of their acne and its treatment. It also plays on the word “forte,” which denotes a person’s strength or positive abilities. When added together, “myForte” gives the user confidence that they can treat their acne, and that they’re going to do a great job in the process.

 

One of the biggest hurdles for those battling acne is staying consistent in their treatment, and regularly applying their medication. So, we built an app that gave patients the resources and reminders they need to stay on track to achieve the best results. We developed daily motivational messages that send users motivational messages to keep them engaged with their acne treatment.

All of the positive reminders and tips are paired with illustrations that take place in natural settings for the teen or young adult patient. The illustrations are inclusive of everyone facing acne. It was important to us that we didn’t bombard users with real acne imagery, which can be discouraging to see all the time.

Additionally, we felt that it was important to give users the ability to track their progress, which helps them see their improvement and gives their dermatologist the ability to observe their journey during follow up visits. We built in a calendar function that helps users track when they applied Epiduo® Forte Gel, but also asks them to record how they feel about their skin each time they interact with app. This way, we’re encouraging users to stay engaged with the app and to take time to reflect on their progress.

The split view function of myForte allows users – and their healthcare providers – the ability to measure the patient’s progress against any picture they’ve taken in the app. This small function is incredibly powerful for helping people track their progress and gives their dermatologist a larger view of their total improvement.

The Results

  • Over 87,000 downloads
  • Over 250% increase in app downloads each month
  • 40% User return rate
  • Over 15,000 progress photos captured
  • Over 16,000 feelings recorded
  • Over 100,000 profile attributes collected

Making Life Better

It’s easy for patients dealing with acne to feel downtrodden and made helpless by their skin condition. Often, these people have struggled with acne for years and feel like they’re out of options. When we created this app, we wanted to help patients suffering from acne take ownership and control of their acne treatment. With the myForte app, patients have the education and encouragement they need to confidently tackle their acne with a smile.







October 22, 2019

Succeeding in simplicity

When Sight Sciences approached Schaefer to help launch their new OMNI® Surgical System , we set our eyes on the prize and got to work.

The OMNI Surgical System Breakthrough

The OMNI Surgical System by Sight Sciences is a ground-breaking solution for ophthalmologists that allows them to perform two different procedures on patients who need intervention in the conventional outflow pathway. It also allows surgeons to treat patients who had prior cataract surgery where they couldn’t before. That’s a long way to say, OMNI does something no other device on the market can. Clearly, we were looking forward to the challenge of launching the new OMNI Surgical System.

The Campaign

Devising core brand messaging takes hours of research, strategy, discussion, and countless iterations to finalize a succinct message that cuts through the noise of a competitive space. Ultimately, we selected the core brand message of “Intelligent design meets the proven pathway,” which is a powerful message to ophthalmologists. It speaks to OMNI’s ability to impact 360-degrees of the conventional outflow pathway with one device, which was impossible in prior devices, making the procedure much more convenient.

New Identity

Since OMNI is the next generation of two previous devices, it required a new identity and logo that represented the innovation and elegance of the new and improved OMNI Surgical System.

We created a mark that conveys the functionality of the device and nods to the shape of the eye. The single circle represents the unity of the OMNI device, while the two circles contained within point to the two procedures it empowers surgeons to perform. When added together, the three complete circles illustrate the three points of resistance in the conventional outflow pathway which can be navigated by the new OMNI device.

The Results

Launching a new ophthalmic product is no easy feat, and the Sight Sciences team was looking to make a splash in an extremely competitive landscape. The new OMNI device launched in September of 2018, and because of its quality and utility, quickly gained traction from surgeons.

OMNI released their new device with incredibly lofty sales goals for the first quarter of 2019. We’re proud to have helped them meet their goals sooner than expected, and place the new OMNI device among the top tier of surgical devices for ophthalmologists in record time. Now, the industry is taking notice and key industry thought leaders are singing the praises of the OMNI device, which only solidifies its place as one of the leaders in the market.

Making Life Better

Schaefer Advertising is always searching for ways to use our work to make life better, and it’s clear that the new OMNI surgical system can have a large, positive effect on many people.

Before OMNI, ophthalmologists would have to use multiple devices to achieve the same end goal. OMNI provides an elegant solution for ophthalmologists and its dual-purpose design makes it an excellent option for treating a wider range of patients. OMNI gives surgeons a powerful way to help people address a sight-threatening condition.

The Latin rule of three “omne trium perfectum” is the principle that good, often great things, occur in threes. The Three Amigos, tricycles, and three-piece suits are just a few examples of great trios, but three’s excellence can extend into the advertising world and shape how brands communicate their key messaging.

The Goal – Engage Sales Team Around Core Brand Messaging

Soolantra Cream is a prescription skin care product for the treatment of rosacea. To improve overall sales, it was important for Soolantra’s sales team to understand the three key benefits Soolantra had over its direct competitor.

The Three Benefits:

1 – Soolantra is dual-purpose and can treat both inflammation and symptoms of rosacea.

2 – Soolantra is superior to direct competitor MetroCream, and proven so by multiple studies.

3 – Soolantra is non-irritating, and highly tolerable.

By memorizing these three benefits, the sales team would be able to better communicate with dermatologists and help get Soolantra to more patients.

Fun is Perfectly Acceptable

We set out with a tall task – creating something memorable that swaths of salespeople could use in their everyday sales routine. We wanted to grab their full attention, and reinforce the three benefits Soolantra has over its direct competitors. So, how do you break through the calamity of the day-to-day, and stand out among numerous notifications and piles of paper? By creating something fun.

The Work

We stretched the idea of fun into three distinct ideas and were expecting Soolantra to select one concept. But sometimes life unfolds in surprising ways, and that’s what happened when the client decided to choose all three concepts.

Tr!o Tr!v!a

Can you name the three types of ice cream used in a sundae? Can you recall the famous, fictional French trio that stood guard for Paris in the 19th century? Tr!0 Tr!v!a encourages the mailer recipients to play along in a fun trivia game that covers famous trios in pop culture. The card game engages people in a light-hearted manner, and asks them to dig into their cultural grey matter to uncover the right answers.

Go For Three

In basketball, there’s no greater glory than hitting a perfect three-point shot from the top of the arc. For the Soolantra sales team, that glory is re-created when they close a sale using the three key sales points in the core messaging. We wanted to play on “going-for-three,” and used the headband as a fun reminder of the core messaging. The tri-fold insert unfolds to display the messages on a paper basketball court. The whole piece is a testament to threes and reminds the team to hit all three sales points.

Soolantra Cream Three-Ring Circus

Just as Soolantra has three key sales points, our three-ring circus has three acts to remind the sales team about its benefits. The dual-purpose action of Soolantra is embodied by twin trapeze-artists, and its highly tolerable nature is represented by a tamed lion. The fact that Soolantra is superior to MetroCream is displayed as a strong man easily lifting a barbell, visually pointing to Soolantra’s strength. The poster was accompanied by Circus Peanuts, which just so happen to fall into Soolantra’s brand colors.

The Soolantra Three-Ring Circus mailer is concise and clearly communicates the core messaging in a light, and engaging way. We were proud when it earned a Gold Addy in 2018.

Celebrating the Brand

Since the target of our mailer were employees of Soolantra, we wanted to find pride in the brand.

Each mailer is sealed in a bright orange, padded envelope. This proclaims to each recipient that the enclosed items are anything but ordinary. The contents of the individual mailers are all branded with Soolantra colors, and each piece reaffirms the core messaging with ease. All of this is a reminder to the person opening the mailer that Soolantra is an exciting brand that is willing to have some fun.

Making Life Better

By incorporating some fun into healthcare messaging, we were able to capture the attention of the Soolantra sales team, and helped them improve on communicating key brand messaging. This allowed them to reach more patients by convincing dermatologists that Soolantra was the superior rosacea treatment.

It’s important that those suffering from the symptoms of rosacea can get therapeutic treatment that is pain-free, and helps them combat the chronic skin disease. We were proud to create a mail campaign that could help our client share their products with more patients, and ultimately help more people to feel confident in their own skin.

More than 9 million Americans battle psoriasis every year, and many of them aren’t happy with their treatment options. Fort Worth-based biotech company Nuvothera recognized a market opportunity for a more effective over-the-counter (OTC) psoriasis treatment, so they created a powerful three-step solution that patients could purchase without a prescription. Schaefer was charged with branding the new product and encouraging patient adherence. 

Goals:

  • Drive brand awareness, interest and online purchases among the target audience
  • Generate audience interest
  • Establish trust and credibility of Prosoria
  • Motivate consumers to buy Prosoria online
  • Build customer loyalty and drive repeat purchases

The Situation

Most people that suffer from psoriasis share a general dissatisfaction and skepticism with their current treatments and their over-the-counter options. They are constantly seeking something to treat psoriasis effectively and help them stay clear by preventing flare ups. They’ve tried other solutions – both prescriptions and OTC – but they haven’t found the treatment that’s right for them. 

Enter Prosoria. 

Prosoria contains clinical-strength, natural ingredients that work to effectively relieve the symptoms of psoriasis. Prosoria gives people battling psoriasis the confidence they need to stick with their skincare regimen and reinforces their confidence with an effective treatment for managing their psoriasis that is safe to use every day. It is a safe, effective solution and stands out as a trusted OTC medication.

A Message that Reads as Easy as 1-2-3

We wanted to highlight that Prosoria was an easy-to-use, highly effective OTC product with the quality of prescription psoriasis treatment. When creating the brand, we developed a logo and brand that stands out in the OTC space, but still has the reliable look and feel of a prescription-strength brand. Our team also sought to create a package that stood out on the shelves and engaged consumers to pick it up and purchase Prosoria.

We created a logo that includes 3 dots on top of the “i” in “Prosoria” to symbolize the application process and the packaging links together to illustrate a clear sequence of order and use. Like so many products, adherence is key and we wanted consumers to clearly understand how to use this product to get the best results. The gradual, easy gradient of blue to purple nods to the ease of use and the friendly effects of psoriasis treatment by Prosoria. 

Results:

  • Created a compelling, friendly identity system and packaging that communicates the ease and effectiveness of a new product that will stand out in the over-the-counter space.

March 2, 2016

Who do you fight for?

It’s been 4 years since Moncrief Cancer Institute, part of UT Southwestern’s world-renowned NCI designated cancer program, last presented an annual report, and since then there has been tremendous growth in outreach activities and services provided. Consequently, Moncrief came to Schaefer looking for a way to update the community on news, growth, and upcoming plans in a way that was engaging and went beyond the standard annual report.

Instead of simply presenting the information in a passive way, we wanted to ask something of the reader while at the same time introducing Moncrief’s brand essence and subsequently creating an umbrella under which future materials could be produced.

The central theme of the report acknowledged that no one is for cancer; therefore everyone’s against it. Or in other words, everyone is fighting cancer. Not just those directly affected by the pervasive disease, but each of us in our own way is in the fight. That’s a concept that not everyone grasps. So we took the opportunity to position Moncrief as a leader in the fight against cancer.

Moncrief has taken on the role of informing and empowering the entire community to rally around the fight against cancer. With this idea in mind, the report specifically dove into how Moncrief is helping reduce the threat of cancer in our community through education and putting the right resources in the right places to make superlative cancer care and treatment available to those in need. And coming full circle, through the Moncrief Cancer Institute programs we are providing a platform for the community to engage in the fight, whether for themselves or for others.

 

 

Photography by Dennis Murphy

February 6, 2015

Mobilizing Cancer Care

Congratulations to client and Near Southside neighbor, Moncrief Cancer Institute, on their brand-new, state-of-the-art mobile clinic! We may have designed the outside, but the inside is the exciting part. Soon, services like cancer screenings, one-on-one exercise sessions, personalized nutrition planning, clinical support and more will be coming directly to the people of Tarrant County and surrounding areas.

Pinnacle Healthcare Advisors, Inc., is focused exclusively on partnering with healthcare providers to improve clinical, operational and financial performance. Their consultants have an average of 20 years of experience in healthcare, which includes working for both healthcare providers and consulting firms. Additionally, their consultants have both clinical/operational and IT experience and are experts at fully leveraging system capabilities to meet end-user needs. It’s this unique breadth of knowledge and experience that sets them apart.

Schaefer was tasked with updating the Pinnacle brand to match their highly specialized offerings and vast experience in an ever-changing industry. We worked through branding and collateral materials to give them a solution that separated them from their competition and gave them an identity that could work hard for them with a bold, strong presence.

The new logo eliminates the separated icon of the original and instead incorporates an angular flag into the letter P. It’s a simple design detail that simplifies their logo and creates a clean, modern look. The bold color palette of red and electric yellow was selected to stand out from the ocean of ‘waiting room’ blues and grays found throughout any healthcare sector.

Like most of our clients, Pinnacle’s offerings were already the top of their industry, what hey needed was a consistent brand identity with a personality. Now, they have the proper brand foundation to build on as their company continues to grow.

John Peter Smith Hospital was founded in the late 1800’s as a place where individuals from all walks of life could have exceptional medical care.  In the early 1900’s, the Fort Worth Medical College opened, later finding it’s permanent home at John Peter Smith hospital.  As Tarrant County has grown, so has JPS; now with over 500 beds and over 1,000,000 million patient encounters per year.  The hospital serves an extremely diverse patient base, as such there is extraordinary diversity in the types of cases that come through the health network – making it an ideal place for residents to do their training.  However, competition for top resident candidates is at an all time high – with the nations top teaching hospitals vying for the best and brightest.

Through the years, John Peter Smith Hospital has grown to become the largest hospital-based family medicine residency program in the nation.  In 2006 the organization came to Schaefer Advertising with a challenge: it wasn’t satisfied with the fact that it was one of the biggest programs out there – it wanted to be perceived as the very best and attract top performing medical school graduates.

Schaefer got right to work by delving deep into the minds of the future’s best family medicine physicians.  We conducted a qualitative research study – interviewing current residents and observing them on their rounds.  Through this, we found that the cream of the crop was more than just high IQs with the desire to own a medical practice – we uncovered that there was something deeper at work in the minds, and more importantly in the hearts of these residents.  We found that these individuals are passionate about making an impact in their communities. They have a true love of medicine going far beyond “practicing medicine”. They were missional in their cause, believing that they were helping contribute to a greater good.  Further, these professionals enjoy a rigorous challenge.  JPS offered the ideal package with diverse clinical experience and a heart for serving the medically underserved. Schaefer revamped the entire brand strategy for the residency program, creating an emotional connection with students and painting a picture of their future identity as a top family medicine resident. In nine years, applications have increased nearly 300 percent and test scores show that the program is attracting top students. Best yet, in 2014, U.S. News & World Report and Doximity ranked JPS among the top three family medicine programs in the country.  Now JPS is one of the biggest programs, proudly training the best.

Moncrief Cancer Institute in Fort Worth offers the premier breast cancer screening experience because everything from the rooms to the robe are tailored to making it as quick and comfortable an experience as possible. When they asked us to help promote this new service, we knew right where to start. After all, what better way to promote a premier experience than with a premier experience?

For Moncrief Cancer Institute’s Future of Academic Medicine event, we used a silver foil on two types of paper to create an upscale invitation. The main imagery on the sleeve is a line rendering of their building, which stands out well from the blue background. The use of silver foil in the negative space of the invitation also created a striking effect.

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