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			Janssen-Cilag – ”The Pain Dialog”

Janssen-Cilag: 100% conversion from old to new product In 2004, the pharmaceutical company Janssen-Cilag should replace their prescription pain plaster Durogesic® with a new version – Durogesic® D-Trans® – which had been improved on a few points. The great challenge was to make general practitioners and district nurses start using the new plaster right away, even though a large number of people in the target group did not think that Durogesic D-Trans had any interesting new advantages to offer. Solution The campaign should:    break down ingrained attitudes towards the product communicate with general practitioners and district nurses who are typically very much against sales initiatives from the pharmaceutical industry. That is why we decided to use two pain specialists’ somewhat harsh comments about GPs’ abilities within pain treatment as a starting point for a dialog on correct pain treatment. We invited to exchange experience and opinions with each other. So instead of focusing on the product, we chose to let Janssen-Cilag act as a catalyst for a process of knowledge sharing about how “we” can make the best treatment for the patient together. To circumvent any aversion within the target group we used: 1-to-1 communication Janssen-Cilag’s product manager as the personally engaged sender a graphical style that made all campaign material look home-made. Members of the target group should answer almost 80 complicated questions in mail 1. For this reason we chose to appeal to their professional vanity by letting them know that they had the opportunity to influence the pain debate with their answers and opinions – and that they would receive a overall status so that they could see what their colleagues had answered. As a symbolic gift of thanks all respondents could choose between two books with close references to the subject. Results Sales have not only been reestablished, but increased by 13%. Response mail 1: 15%. More than index 300 compared to earlier campaigns. No reminder was sent.

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