RETIN-A-MICRO | BAUSCH HEALTH
Microspheres
Bausch Launches RETIN-A-MICRO
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RETIN-A (Tretinoin) is the primary RX for successfully treating all types of acne. Derived from vitamin A it is a healthy nutrient that lightly reduces the number and severity of acne pimples and promotes fast skin cell healing.
For the release of the RETIN-A MICRO pump, BAUSCH Health tasked their agency to come up with an interesting and engaging way to launch this innovative product and bring the story to market.
Creating interesting imagery and an engaging storyline for complex medical applications is not an easy task. There are strict FDA guidelines to adhere to, seemingly insurmountable regulations, and a plethora of almost incomprehensible technical language to distill into copy that can be easily understood by your fellow human being - or as our copy writer would say: Exceedingly hard!
RETIN-A-MICRO Microspheres takes the viewer on a journey through a stylized creation of the product and a visual and technical illustration of how and why the product works. And it really does. Some things are magic and some things are just pure science at work.
Microspheres was created as a video wall installation for a pharmaceutical summit. This was displayed in a shared space without the possibility of incorporating a voice over to support the message and therefore relying on visuals alone. Microspheres went on to become an award-winning addition to the Little Fluffy Clouds lexicon of winners.
On target awareness to specific groups:
Creation of media promotion opportunities such as this New York Times WELL article where the efficacy of RETIN-A is spelled out.
“To my knowledge, this is the only drug for which there has been crystal-clear demonstration that it works on the molecular level”
Dr. John J. Voorhees, the chairman of the dermatology department at the medical school of the University of Michigan and author of the first double-blind study of Retin-A’s effect on photodamaged skin.
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