Ashley & Martin learns from patients with survey underpinning its latest television campaign
As a medical company, Ashley and Martin is subject to strict regulatory constraints. The medical marketing guidelines restrict how an advertising message can be delivered. Yet despite this, of all the advertising activity in Australia for hair loss treatment, Ashley & Martin Medical Clinics is responsible for over 70% of it.
Another powerful statistic is that 98% of their patients successfully grow more hair. To garner fresh insights into the mindset of many of these patients, the company recently conducted a far-reaching internal survey. The results inspired the creation of their latest TVC campaign.
Richard Bond, the CEO of Ashley and Martin, said: “The recent survey of our patients unveiled some key messages that we believed the market should know about. The most important being that nearly 50% of patients surveyed wished that they had started treatment earlier. The early treatment message is of a vital nature as medical interception of hair loss is highly effective as long as you get onto the problem early enough”.
In addition to this key statistic, the survey results uncovered a wide range of other powerful insights.
Andy Bell, Managing Director of BBAM said “the survey results offered fertile ground to extend our existing information-based advertising campaign. We decided to use the new findings to create a TVC that was educational in its nature. And like any successful education program, it needed to be both fun and entertaining”.
The new creative still includes the very successful medical strategy that has been the mainstay of Ashley & Martin advertising, yet it now also incorporates a quirky, animated character.
Interacting with the on-screen graphics in an interesting info-graphic style, the character adds an exciting, new element and was chosen to relate with a growing segment of the A&M demographic.
“He helps us to explain the new facts and figures in a memorable way,” said Bond. “The new spots have already made a record-breaking difference to A&M’s lead generation. I couldn’t be happier.”