aren't human beings?
Most ads look and feel the same. Few speak with a human voice. Fewer still are noted and read by physicians.
Kaiser's recent work with Johnson & Johnson's Cordis Corporation proves the power of listening, then speaking to the reader on his own human terms.
Working with more than a dozen product managers on scores of biomedical products, Kaiser Communications consistently helped raise awareness and sales.
Their big ideas, simply and powerfully stated, stand out like a cool, refreshing breeze through a stuffy old house.
Subhead: Cordis captures the power of a hybrid.
Challenge: To clearly state the features and benefits of a unique hybrid angioplasty catheter without having to explain it's complicated dual-lumen shaft.
Big Idea: Simplicity! Using the Greek Minotaur icon to convey a complex idea. Then using an attractive cartoony drawing to separate the look from the rest of the clutter.
Bottom Line: Highest "noted" and "read most" of all ads in every publication in which it appeared.
TIP: Know your audience! Know how they think, how they talk, how they spend their money. Know their education, their zip codes (think lifestyle), their prejudices.
Then speak to them, one at a time, with the words and illustration that you know they'll believe and by moved by.
know that you're prepared for
all contingencies.
Subhead: Sometimes you don't know what's required until
you're in.
Challenge: Cardiologists are concerned about not knowing which angioplasty tool to use until they're actually in the patient.
New technology, thoroughly explained and demonstrated here, provides the needed knowledge, control and dependability.
Big Idea: Cardiologists identify, both emotionally and cognitively, with idea of skilled skier jumping into frightful void.
Bottom Line: Initial sales far surpass goals.
