© Schmittgall Werbeagentur GmbH
The topic of unfulfilled desire to have children is a highly sensitive one in terms of communication. As an experienced advertising agency for healthcare communication, we know that such campaigns require a great deal of sensitivity and creativity.
There are no longer any real innovations in the fertility market, most preparations have been available for some time and the brands are well known in HCP circles. However, Merck has a broad product portfolio that sets it apart from other companies.
Many campaigns about the desire to have children focus on happy parents and babies. Understandable, because that is the goal of fertility treatment. But is that really differentiating?
Instead of showing a baby as the desired result of fertility treatment, we personalize the individual products with a soft toy. This takes us one step further. Because these animals symbolize the stuffed animal that the desired child will one day play with after successful treatment.
As part of MERCK's new CI, we created a new campaign for the fertility portfolio. It is aimed at doctors in fertility centers and convinces with a particularly positive and emotional approach. Each of the six animals represents a product. The new campaign appearance was integrated into all materials, from iPad meeting folders to dispensing articles. The reward: a target group that perceives MERCK as the fertility expert and COMPRIX Gold.
