Concentric handles Solesta promotion
August 30, 2010 – 8:27 am by Gina Monari
Concentric Pharma Advertising is tapped to market Oceana Therapeutics Inc.’s Solesta as domestic agency of record. The agency is designing online and offline campaigns for the fecal incontinence device, which target physician and consumer audiences across the print and online media. Solesta is expected to launch in the first half of 2011.
“This is an exciting product because it provides a minimally invasive treatment that doctors can turn to when conservative therapies like increased fiber consumption and biofeedback don’t work, or when surgery isn’t an option,” says Mike Banner, executive VP, managing partner and director of Client Services with Concentric. “This can be as many as half of the patients suffering from fecal incontinence, who then have no other option but to learn to live with the problem.”
This is a patient segment with a significant need. While no existing options can completely solve their problem, Solesta will offer a unique and valuable solution that could dramatically improve many lives.
Concentric managers state that the agency embraces building relationship programs around the products they promote to help increase their value. It is an opportunity to use digital, mobile, and other off-line channels to help manage the day-to-day difficulties people face when dealing with an ailment. This helps increase the perceived value of the treatment and ultimately, the lives of those treated. At the same time, this approach lessens the burden on physicians and their staff — increasing their appreciation of the treatment as well.
According to the National Digestive Information Clearinghouse, more than 5.5 million Americans suffer from fecal incontinence. The condition can be caused by a variety of issues, including aging and childbirth, and treatments range from modifying nutritional intake to surgery. The condition can have significant effects on a patient’s quality of life and psychological well-being, as many people resort to altering their social and physical activities, even their employment, to cope with the problem.
“We have worked with Concentric on many projects over the past two years,” says Matthew Rue, senior VP, marketing, Oceana Therapeutics. “Their process-driven approach will uncover creative ways to communicate the benefits of this treatment to physicians treating, and patients dealing with, this overwhelming condition.”
Concentric specializes in specialty pharmaceuticals and understand that the dynamics of the specialty environment are more complicated than most. Agency managers believe it is important to help exemplify how a drug or medical device can solve the problems patients deal with on a daily basis. It is not always about efficacy, but rather a delicate balance between practice issues — including cost and physician resources — patient satisfaction and sound clinical action.
In this instance, patients are dealing with a serious quality-of-life issue that cannot be completely resolved and competing with surgical solutions that are simple and profitable. The benefits of this product extend well beyond the efficacy data that is seen in clinical trials and the agency is working to help the physician, patient, and managed-care customers understand and appreciate these advantages.
