ATLANTA, Nov. 28 /PRNewswire/ -- Adair-Greene has been chosen U.S. agency of record by Stiefel Laboratories, a global leader in dermatology, for the launch of MimyX(TM) Cream for the treatment of atopic dermatitis, often called eczema. Additionally, the agency has won back the account for the acne drug Duac(R) (clindamycin, 1%-benzoyl peroxide, 5% gel), which is Stiefel’s #1 Rx brand and projected to surpass the $100 million mark this year in the U.S.
For both accounts, Adair-Greene will offer a full range of marketing support services, including positioning, message and media development, and promotional materials such as direct mail and sales aids.
The MimyX(TM) campaign, which launched in October, targets dermatologists and pediatricians. For dermatologists, the ad creates the image of the product as a strong foundation therapy and a barrier that protects the entire family against atopic dermatitis. For pediatricians, the benefit of a peaceful night’s sleep is the focus, conveyed with the headline, “Safely quiets the symptoms of Atopic Dermatitis ... because when baby sleeps, everyone sleeps.”
“Our research indicated that we had two specialty audiences whose patients had very different wants and needs,” said Mark Perlotto, Executive Vice President and Chief Marketing Officer of Adair-Greene. “Based on these findings, we developed two separate campaigns, despite significant time pressures.”
Jim Hartman, Vice President of US Marketing for Stiefel, said, “These campaigns were developed efficiently and without sacrifice to quality, demonstrating Adair-Greene’s ability to deliver outstanding strategic and creative excellence-even when faced with challenging deadlines.”
“As for Duac(R),” he continued, “we look forward the return of Adair- Greene to this business and expect the same experience, skill and creative excellence that helped us launch this product successfully in the U.S. three years ago.”
Duac(R), which was launched for Stiefel by Adair-Greene in 2002, is the fastest growing Rx acne product in the US market. According to the Society for Investigative Dermatology, acne affects more than 50 million people in the U.S. and costs over $2 billion in products and services that diagnose and treat the condition.
“We are very pleased to be working with Stiefel again,” said Jay Levy, president and COO of Adair-Greene, “and expect to assist in achieving continuing success for the company’s dermatology portfolio.”
Stiefel Laboratories, whose world headquarters is in Coral Gables, FL, is a privately-held global corporation with operations in more than 100 countries. It is the largest independent pharmaceutical corporation specializing in dermatology in the world.
Based in Atlanta, Adair-Greene provides national and international marketing programs for clients across the pharmaceutical, medical device, diagnostic and biotechnology marketplaces.
Adair-Greene, a division of McCann Healthcare Worldwide, has a roster of clients that, in addition to Stiefel, includes Arthrocare, Boston Scientific, CIBAVision, Cumberland Pharmaceuticals, First Horizon Pharmaceuticals, Genzyme, Guerbet, Kimberly-Clark, King Pharmaceuticals, Meretek Diagnostics, Pfizer CentreSource and Scios.
Adair-Greene is located at 1575 Northside Drive NW, Bldg 200, Atlanta, GA 30318. Tel: (404) 351-8424; fax: (404) 351-4865. Website: www.aghealthcare.com.
Contact: Julie Laitin (212) 286-2424
Email: jlaitin@julielaitin.com
Adair-Greene
CONTACT: Julie Laitin, +1-212-286-2424, jlaitin@julielaitin.com, forAdair-Greene
Web site: http://www.aghealthcare.com/
