Introducing A Powerful
Prescription Drug To The Pediatric Market
 

Cutanea Life Sciences, a U.S.-based specialty pharmaceutical company focused on the dermatology sector, purchased the U.S. rights to Xepi™ (ozenoxacin) Cream, 1% from the Spanish drug maker, Ferrer. Unlike its competition, Xepi effectively treats several strains of bacteria, including tough-to-treat, antibiotic resistant types, a.k.a. MRSA. The problem was Xepi was only FDA approved for the treatment of impetigo, a common skin disease that usually affects small children. So, even though Xepi was powerful enough to treat a wide array of skin diseases, Cutanea could only market the drug for its FDA-approved indication: impetigo.

The company hired The Weinbach Group, and we developed a bold, attention-getting campaign that included the creation of an illustrated antibiotic-fighting superhero shaped like a tube of Xepi atconducted a number or market research studies to precisely understand the various types of physicians to whom Xepi would need to appeal.

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Armed with these findings, we developed a bold. In addition, the campaign included powerful and relevant imagery of children and focused on the benefits the drug offered to both patients and its prescribers. The campaign was an instant success.