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More Web Work

Chris Hatton — Mon, 13 Feb 2012 21:00:09 +0000

Web marketing is the way of the world now and has been for a while, so its nice to see that some clients are finally letting people break the mold a bit. Standard navigation structures and user experiences aren’t the only way to go anymore. Thank goodness. And that means there’s more room for creativity. Here’s a nice site promoting our sister agency that really brings our creative platform of “We speak your language” to life. I’ll add a few more sites as the development gets completed and products get approved for launch. They don’t all live up to their potential though. I am proud of the content on this equine site, but the client’s digital agency didn’t really bring the energy of our campaign to the web like we envisioned. And the Million Heart Challenge has a very nice motive–to raise awareness of canine heart failure–and has a charity pledge to boot, but the goal of a million clicks is a really, really lofty one.

Playing with Puppets

Chris Hatton — Thu, 11 Aug 2011 22:30:47 +0000

Writing videos is always fun. But, when you get to write a video that involves talking puppets, that is like being a kid again. Throughout this project, I just kept singing to myself…”I don’t wanna grow up, cause baby if I did, I couldn’t be a ToysR’Us kid!” In all seriousness, the decision to use puppets was a strategic one. We wanted to catch the attention of dog owners in the vet’s waiting room. And many dog owners also bring their kids with them. This unique approach let us teach them about canine flu from the perspective of the dogs themselves. The lead actor/spokesdog, Mutt Damon, had a story to tell. He had the dog flu and knew how other dogs could prevent it. See the video to get the full story: www.youtube.com/watch?v=934vSMn0DGs Even dogs get the flu

Imagine More

Chris Hatton — Thu, 11 Aug 2011 21:11:54 +0000

The flip side of our Vetmedin veterinary professional campaign was this touching campaign for pet owners. When we were planning the job, I said “Imagine our campaign, but with more emotion.” The headline came directly from that thought: “Imagine More.” Imagine More Living, More Doing, More Playing, More Love. See these dogs get more days to live with Vetmedin and, through the promise demonstrated in these brochures, the owners get to imagine how they will spend those days: playing, snuggling, lounging, or whatever. It’s up to their imagination.

The problem is most owners don’t recognize the clinical signs in their dogs soon enough to get treatment so we also had to create an educational brochure for owners of at-risk dogs. The target was owners with dogs that haven’t been diagnosed. We needed them to recognize the risk and look out for the signs. Our crosswalk signs visual elements lent itself to that idea quite nicely. See below.

Gone to the Dogs

Chris Hatton — Thu, 11 Aug 2011 20:22:55 +0000

OK. That headline sounds like it’s a bad thing, but in truth, I am really excited about my first foray into the veterinary market. I inherited the “Crosswalk Signs” concept when I came on board at Circa, but got to run with the execution of all the core campaign tactics. The visual collage shows how short and sweet detail aids and direct mailers can be in this space compared to the sometimes dense materials in human pharma.

Also shown below is a fun, motivational bookmark that was given to reps as part of a vacation getaway contest used to promote the launch campaign.

A Fresh Look

Chris Hatton — Wed, 27 Oct 2010 03:50:29 +0000

Lovenox is a mega-blockbuster with over 15 years on the market and when I got to work on the brand it was at the tail-end of its lifecycle and needed to reinforce brand loyalty prior to the introduction of biogenerics. This campaign not only puts the “L” logo in the spotlight it raises awareness of problems physicians and patients face and demonstrates how Lovenox and it’s value-added programs can help solve them. Each is executed across multiple channels, including direct mail and email. The core direct mailers each feature a unique, eye-catching tease and reveal mechanish, such as a lenticular. Emails drive audience to a fulfillment website, which features an animation of the concept.

Transforming Lives

Chris Hatton — Wed, 27 Oct 2010 03:35:02 +0000

I’ve now worked on Apligraf at 2 separate agencies and have helped them truly transform the brand and elevate its benefits to an emotional level. Enclosed is the master sales aid that centers the new campaign. The content is just as essential as the concept on this one. We had to make wound care specialists rethink the wound, and rethink the way they have always used Apligraf. The detail aid tells the whole new story and is supported by a new selling process, and sales training tools.

It’s all in there

Chris Hatton — Wed, 27 Oct 2010 03:23:21 +0000

This ad was designed to drive traffic to www.dvtawarecare.com, the home of a value-added managed markets program, from Lovenox. We used the equity of the vice clamp graphic, which had been established in previous campaign materials in a whole new way. It squeezed all the great benefits and information into one simple site. If you are looking to find the site, it’s now gone. Lovenox marketing funding plummeted as soon as generic competition entered the market so these value-added programs got the ax.

Cultural Communications

Chris Hatton — Fri, 16 Jul 2010 17:41:47 +0000

Back in the summer of 2007, it became apparent that Alzheimer’s disease (AD) was an unrecognized health crisis in the Hispanic/Latino community. Cultural differences, including a deep respect for elders, were deterring Hispanics from seeking help for this serious disease. Many people in this community believed that dementia was simply a part of normal aging. In addition, many loved ones would take the burden of caregiving upon themselves without medical treatment. We developed three-pronged, bilingual campaign reaching out to healthcare professionals with branded Aricept materials and consumers with both an unbranded awareness program and an Aricept relationship marketing program.

For the physicians, we provided regional data about the number of Hispanics in their community and the likely prevalence of AD. We also educated them about the cultural differences so they could help drive early diagnosis and treatment with Aricept.

For the Hispanic community, we created a grassroots organization, branded as the Los Amigos de su Memoria and an extensive outreach program that measurably increased memory screenings and drove patients/caregivers to their doctors. Our PR team attended regional health expos and created special events to raise awareness.

Finally, once Hispanic patients were diagnosed with AD and prescribed Aricept we followed through with a Spanish version of the Aricept relationship marketing program to keep educating caregivers about the disease and the importance of continuing therapy.

The campaign resulted in an impressive 4 to 1 return on investment and multiple prestigious PR awards.

Grounded in Main Line Values

Chris Hatton — Thu, 16 Jul 2009 18:49:42 +0000

The tree in the hospital setting symbolizes how the culture surrounding the Main Line Health system visibly impacts the way they treat patients. Click more to view a storyboard that expands on the tree metaphor, as well as an alternate idea that shows how each patient is treated like they are special.

Too Much, Too Little, Two-Fifty

Chris Hatton — Fri, 10 Jul 2009 21:49:21 +0000

This concept helped position a new branded dosage of an older back pain treatment vs. 2 well-known competitors. It not only illustrates the weaknesses of those competitors but it implies that “Two-Fifty” is “just right.” This easy-to-say, easy-to-remember headline was perfect for sales reps who had little time with physicians and other products in their bag. It also makes the dosage an inherent part of the name to deter generic switching

Other concepts shown below were used in market research testing but were ultimately not selected.