Executive Creative Director / Partner
at
Earth2Sun Marketing Partners
Washington D.C, United States
| Title | When safe isnt safe enough. |
| Agency | The Borenstein Group, Inc. |
| Campaign | When safe isnt safe enough. |
| Advertiser | Iatrogen |
| Brand | RxWise |
| Posted | April 2006 |
| Product | ADR Risk-Assessment System |
| Business Sector | Health & Pharmaceutical Products |
| Tagline | When safe isn't safe enough. |
| Story | When Iatrogen, an accomplished bioinformatics industry pioneer, decided to productize and launch RxWise, its risk-assessment software solution for combating Adverse Drug Reactions (ADRs), the fourth leading cause of death in the United States, it entrusted its brand positioning and marketing roll-out to The Borenstein Group. RxWise evaluates the potential risks for an adverse drug reaction (ADR) by analyzing the consumer's self-reported (or insurance claims-based) medical history and checking it against the medications they are taking. The challenge was to create demand and awareness in the consumer market while simultaneously building a wide Business-to-Business channel-marketing approach to support critical-mass sales. |
| Philosophy | Creating a fully-integrated campaign entitled "RxWise, When Safe isn't Safe Enough.", The Borenstein Group helped Iatrogen devise and execute a strategy that aligned grass-roots consumer awareness for combating ADRs through effective PR in national publications such as Reader's Digest, Women's Health, U.S. Pharmacist, and PC Magazine, while aggressively laying the B2B channel foundation for product sales to aggregate buyers such as Fortune 500 employers such as Dow, and large retailers such as Costco. As a result of this savvy approach, within less than 12 months, RxWise has been able to establish a credible market beachhead and gain national acceptance and recognition as the best solution for combating Adverse Drug Reactions. |
| Media Type | Web Site |
| Market | United States |
| More Information | www.rxwise.com |
| Executive Creative Director | Gal Borenstein |
| Creative Director | Clayton Tompkins |
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