How Leo Pharma gave the hard sell to skincare
Only half of people with psoriasis use a prescription product
Leo Pharma, the Danish pharmaceutical giant, is investing €500,000 in an advertising campaign across Ireland and Britain to market its psoriasis ointment Dovonex to the public for the first time.
The company, which employs 450 staff in its Dublin and Cork offices, interviewed up to 350 people and 30 healthcare professionals in focus groups before spending €150,000 localising its “Love your skin again” campaign for the Irish market.
The advertising imagery shows a woman hugging herself...
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Tom Maguire: Tax changes we make now could help business for years
The way we did business a few months ago may never return – so the opportunity is to make changes that will both aid recovery and set us up well for our new futures