DR. OBVIOUS by Ogilvy & Mather New York for MEDCO HEALTH SOLUTIONS

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DR. OBVIOUS

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Director Hank Pearlman
Executive Creative Director David Fowler, Mat Zucker
Art Director Ernie Parada, Jill Murray, Josh Horn
Copywriter Daniel Callahan
Producer Alicia Zuluaga
Editor Tom Scherma @ Cosmostreet
Released May 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: MEDCO HEALTH SOLUTIONS
Product/Service: PHARMACY
Agency: OGILVY & MATHER
Date of First Appearance: May 1 2010
Entrant Company: OGILVY & MATHER, New York, USA
Executive Creative Director: David Fowler
Executive Creative Director: Mat Zucker
Creative Director / Copywriter: Jim Thompson
Associate Creative Director / Art Director: Maggi Machado
Art Director: Ernie Parada
Art Director: Josh Horn
Art Director: Jill Murray
Copywriter: Daniel Callahan
Technology Director: Jason Wurtzel
Marketing Director: Andrew Weisselberg
Producer: Alicia Zuluaga
Project Manager: Amanda Cajano
Director: Hank Pearlman
Editor: Tom Scherma
Media placement: TV Campaign - 6 Spots - ABC, CBS, NBC - May 1, 2010

Describe the brief/objective of the direct campaign.
Medco is one of the biggest brands in healthcare that many have never heard of. It sits in 65mm Americans’ wallets, as a tiny logo on a health insurance card—its members barely knew it was there. We set out to change that. Medco’s expertise is in filling prescriptions through the mail rather than at retail pharmacies. It actually does this safer, and more accurately than places like Walgreens. The objective of the campaign was to get people to click through to or call Medco, and switch their prescriptions from retail to mail. Medco would double the size of its 60- billion-dollar business if all its members switched their prescriptions to mail.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched an integrated marketing campaign that actually invented a new branch of science: The Science of Obviology, as founded by “Dr. Obvious, PhD, Head of the Institute for the Incredibly Apparent.” By proving empirically Medco Pharmacy advantages that are universally inarguable—Dr. Obvious allowed people to discover for themselves the benefits of switching to Medco Pharmacy, while also carving a unique brand positioning. He used dry humour and wit to deliver real logic. Dr. Obvious made Medco Pharmacy human, approachable, and fun. He told you that you could save $308.00 a year by not doing anything.

Explain why the creative execution was relevant to the product or service.
The healthcare category is filled with touching mementos, heartfelt moments of sympathy, and pity. Pity seemed to be everywhere. We needed to create something devoid of it, something that people actually wanted to watch—that didn’t make them feel weak to have cancer or diabetes or heart disease. Something that was so obviously refreshing that it was impossible to resist, impossible not to notice a voice that broke through loudly and unmistakably. Because, they couldn’t afford to go dollar for dollar with deep-pocketed retail drug chains.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• Brand awareness for our test campaign showed a +4% statistically significant lift (from a 31% base), more than any other brand studied (Walgreens, CVS, Walmart, Target, Rite Aid, Costco and Drugstore.com).

• In the 3rd week of the 12-week campaign, responses exceeded volume goals. In its 6th week, the campaign consistently beat volume projections.

• Total volume of clicks to the website and calls to the 1-800 number was 114% of expected performance at 492,192.

• Costs per Lead (CPL) decreased by 59%: In Week 1 a lead cost $44.00. By the end of the campaign the cost was $18.00.