Novartis Pharmaceutical Corp. has begun running a 60-second television spot for Elidel, an eczema treatment cream. The spot features a Web site and a toll-free number, and will run in media targeted at women ages 25-54.
The Quantum Group, a division of advertising firm CommonHealth, did not release the spend for the campaign. But Susanne Budofsky, vice president, management supervisor at The Quantum Group, said that it would be a national campaign, with placement on both broadcast and cable networks. CBS’s "The Early Show" was the site of an early placement.
The initial TV ad pushes consumers toward their doctor – Elidel is a prescription medication – and toward a Web site (www.elidel.com) and toll-free number (877-4-ELIDEL). Only one ad has been created.
The television ads will be supported by a print campaign, which will roll out in weekly magazines during February and monthly publications during March. The print ads will use different Web sites, allowing The Quantum Group to track responses. The ads are scheduled for women’s service magazines and parents’ publications.
In May, Budofsky anticipates rolling out direct response TV ads with a stronger offer, although plans for that campaign are still being generated.
Although Elidel is a prescription medication, Budofsky feels direct response is an appropriate vehicle for it.
"It’s in a category in which people are interested in information," she said.
"It’s a chronic disease. They live with it as an ongoing condition. They have tried other products and are open to seeking out new advice."
Novartis, which is based in Basel, Switzerland, values the market for eczema treatment at $465 million.
