Jugular doesn't follow a standard formula when creating medical or pharma advertising. The results are obvious.
Pharmaceutical advertising? Witness erectile dysfunction campaigns. A man and a woman watching the sunset in separate copper bathtubs? Viva Viagra? A broken kitchen faucet spouts water a foot high while a couple wrestles? Why? Why is virtually all the work in the category so bad? FDA rules and regulations are frequently faulted. We reject this belief. Breaking an unspoken taboo, we’ve successfully created Apligraf advertising that is competitive and very informative. And resoundingly emotional work for the Scottish Medical Center.
The point is simple (and very much like corporate identity advertising). Pharmaceutical and medical custom advertising materials must strongly define the client’s point of differentiation—not blur the message into the pervasive imagery of the category. And as a New York health care ad agency who works in the category but steadfastly refuses to be a “DTC agency”, we insist that our work avoid foolish clichés.
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