Allergan Quality Is Key

The Allergan "Quality Is Key" integrated campaign focuses on changing behaviour during a health care consultation. A competitor created a global scandal by producing inferior and defective breast implant products. As the industry leader, Allergan needed a way to separate its quality products from the competitor's inferior products. The idea was to differentiate themselves as the leader and to help ease patients' growing fears aimed at the medical aesthetics industry.

Research showed that the majority of patients weren't even aware of what products were going to be used in their medical aesthetics procedures. Rather than responding to bad Euro press,Quality Is Key was launched encouraging patients to ask their doctors what brand of products they use. The campaign consisted of print, online banner ads, a microsite, and in-office materials focusing on five key questions to drive informed conversations between patients and their doctors.

Patient confidence was increased when doctors answered the questions with facts about Allergan's 35-year record of quality and safety. Patients reacted positively knowing they are receiving the best quality products in their medical aesthetics procedures.

Also resulted in some competitors copying the format and approach of the Quality is Key campaign.

A GROWING COLLECTION OF AWARDS INCLUDING:

• BEST IN SHOW IN THE W3 AWARDS

• BEST IN CLASS IN THE IMA PHARMACEUTICAL AWARDS

• GOLD IN THE MARCOM AWARDS