CHALLENGE
How do we get GP's to see all weight loss as health related?
INSIGHT
GP's don’t see weight loss as ‘serious’ doctor business.
IDEA
The Optifast® VLCD™ program delivers very real, clinically substantiated health benefits. But many GP's continue to believe that weight loss is not the ‘real’ work of doctors.
In order to challenge this perception we play on their prejudices. We show them that weight loss is about more than bodies. It’s about delivering on health goals like lower blood pressure, cholesterol and blood glucose levels. These are the figures that matter most to doctors.
EXECUTION
The McCann Healthcare team developed a print campaign targeting GP's which appears in multiple healthcare publications. The print campaign is extended to Pharmacists and campaign messages have been specifically tailored to appeal to their business sense.
Materials have also been developed for reps to detail to both GP's and Pharmacists, allowing them to demonstrate the clinical evidence behind the beautiful figures.