Product Launch2004 Campaign

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• Product Launch2004 Campaign

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Product

• MemPro is a prescription medication to prevent
  and treat mild-to-moderate Alzheimers disease.

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Campaign Goal

• Increase brand awareness
• Bring drug to the top of the mind of 18 of
  Hispanic target market by the third quarter of
  2005.
• Educating
• Educate target audience about the devastating
  disorder that attacks the brains nerve cells and
  impairs memory, recognition, and behavior that
  ultimately leads to death, as well as offer a
  viable solution to those even slightly at risk.

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Key Selling Attributes of MemPRO

• Prevents memory loss
• Allows one to maintain his or her lifestyle
• Allows patient to enjoy the lives of his or her
  family members (children, grandchildren)
• Only FDA approved drug that treats
  mild-to-moderate AD and also prevents it

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Target Market

• Alzheimers Association report predicts disease
  will soar 600 among Hispanics by 2050.
• Increase more than six-fold during first half of
  21st Century
• 1.3 million Hispanics will have Alzheimers
  disease by 2050
• As the target market dramatically increases in
  its risks for Alzheimer's disease, the campaign
  will be aimed at those women (55) and their
  daughters (45-55) who are at high risk due to
  heredity.
• In the Hispanic culture, daughters often serve as
  their mothers caregiver, so the daughters
  frequently influence drug buying decisions.

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Product Suggests Target

• The daunting statistics show that increasing
  age is the number one risk factor for the onset
  of Alzheimers. 3 in 10 individuals over the age
  of 65 are affected while nearly half of the 85
  population have Alzheimers. Hispanic people will
  see a spike in the effect of Alzheimers in their
  population in the next 45 years. New studies
  report that Alzheimers will increase by 600
  percent.

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Niche Market within Target

• Demographics
• Hispanic women ages 45
• Average income of 25,000
• With parents or loved ones that have been
  affected by AD or are at high risk of developing
  AD.
• Psychographics
• Highly values family
• Often takes care of family members who become ill
• Frequently take part in traditions and family
  oriented events

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Where the industry is nowand where well take
them.
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• Spent 30.9 million on advertising last year
• Tone includes targeting the daughters concerned
  with their mothers health

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www.aricept.com
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• Recently ran an ad titled A Call to Action for
  Mother's Day and Father's Day
• Distributed care kits to target audience, which
  includes tools to help distinguish between the
  early signs of Alzheimer's disease and normal
  aging.
• Included a free 20-minute calling card to connect
  with your parents this Mother's Day and Father's
  Day.
• This ad targets family members to act on their
  own concern for loved ones

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www.exelon.com
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• Emotionally targets caregivers specifically those
  who care for their grandparents and parents

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www.reminyl.com
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Overall Our Competition is

• Using affective advertising
• Approaching the target audience directly with
  fear tactics
• Targeting traditional markets not including
  Hispanic market
• Frequently targeting family members and
  caregivers
• Using integrated brand promotional campaigns
  featuring websites and giveaways

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Where we are heading
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Magazine Ad
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Newspaper Ad
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Creative Strategy

• Unique Selling Proposition
• No other drug helps prevent Alzheimers and
  prevents the development of the disease for those
  who have already been diagnosed.
• Affective
• family, children, lifes most precious memories
• Appeals to Maslovian levels
• Safety
• Love belonging

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Creative Strategy (cont.)

• Ends with strong call to action Ask your doctor
  about MemPRO.

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Media Plan
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Media Planning Theme
Media buying will be heavily weighted on niche
media that target the Hispanic market.
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(No Transcript)