© 2009 TTC Group, LLC. All Rights Reserved.

• ABOUT TTC GROUP
  & SERVICES
• STRATEGIC COMMUNICATIONS
• OUR WORK
  • Healthpoint
  • Booth Design
  • Collagenase Santyl®
  • Hydrofera Blue®
  • Oasis®
  • TheWoundInstitute®
  • Corporate
  • Hythiam
  • Prometa®
  • Allergan
  • BOTOX® Therapeutic
• OUR CREDENTIALS
• CONTACT US
• CURRENTS
  • See Our New Ad
  • Financial Advisory Services Overview

CHALLENGE:

1) Create Branding, print and radio Advertising, along with a Public Relations campaign, for a new healthcare Brand—a biological approach to the treatment of alcohol and stimulant addictions. While the clinical protocol used existing FDA-approved pharmaceuticals, the precise combination, dosage and frequency were considered medically novel and biologically targeted; and 2) cut through the clutter of multiple unrelated substance abuse alternatives, and create a distinct and indelible Brand Identity.

PROCESS:

In interactive Brand workshops, our Clients participated in exercises designed to generate an evocative and memorable Brand Identity. Creative brief in hand, our Branding team developed a series of Logotype and Tagline options, which were further refined through a combination of research and Client review meetings. Separately, our Advertising and Public Relations teams conducted internal research of currently available programs, treatments and pharmaceuticals, which revealed that most substance abuse advertising incorporates symbols of peace and tranquility to offset the troubling psychosocial aspects of substance abuse and convey the promise of hope. Importantly, the similarities in approach seen in this market space contributed to very diffuse and undistinguished Brand messaging and associations.

RESULT:

1) We created a highly distinctive Logotype, Tagline and Brand Environment incorporating central nervous system imagery (echoing the Brand’s presumed mechanism of action) for clear association with its biological approach; 2) we developed a series of high-impact print ads targeting both substance abusers and loved ones to help engage them in a dialogue, concluding with a strong call to action. Ads—both print and radio—were created to specifically connect with target audiences, differentiated by the substance in question—alcohol, cocaine or methamphetamine; and 3) our Public Relations team created distinct message tracks designed to elevate the dialogue with the consumer from the typical "selling hope" to an informed discussion about medical treatment options. This messaging was implemented in local, regional and national PR efforts.