Ariad Healthcare (a division of Ariad Custom Communications) picked up a few awards at the 2011 Promo! Awards for their Becel pro.activ campaign. Best New Product Launch, and silver Summit Marketing Effectiveness Award for New Product/Service Introduction were awards to the agency this year. The multi-channel campaign for Becel pro.activ aimed to educate and engage physicians, dietitians, and pharmacists in the deeply entrenched and hyper-competitive cardiovascular category.
Ariad’s go-to-market strategy was to take a pharma-like approach to the launch, including building, training, deploying, and managing a pharmaceutical sales team. In addition, a variety of novel professional and patient counselling tools were developed to cement recommendation and usage behaviours. Both awards recognized the sophistication and the depth of the program and its assets.
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