Pliaglis Cream

Launching an advancement in topical anesthetics

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Challenge

  • Create patient demand for new Pliaglis Cream, a topical anesthetic for use during cosmetic procedures

Insights

  • The cosmetic procedure experience (e.g., comfort) is as important as the aesthetic result

Strategies

  • Leverage high media interest in cosmetic procedures and position Pliaglis as the “comfort” essential
  • Partner with leading dermatologists in high volume cosmetic procedure markets to drive national and local broadcast and radio coverage
  • Establish Pliaglis beauty credentials via “endorsement” in top-tier beauty/women’s magazines

Success

  • More than 44 million impressions in first six months
    • Pliaglis positioned as new standard of comfort in 100% of coverage
    • Key placements include: Elle, Prevention, Allure and a nationally distributed segment via CBS news feed that aired in over 70 markets
  • Campaign strengthened Galderma relationships with key opinion leaders and high prescribers