Abbott Laboratories is a diversified American pharmaceuticals health
care company. It has 72 000 employees and operates in over 130
countries. The Abbott office in charge of the Levant region is located
in Dubai. After serious discussions about the future course of the
brands here, all brand managers at Abbott Levant agreed that the
existing marketing material for their brands needed a boost of
creativity.
For many it was clear that their material was void of
emotion and that it was critical to rethink their strategies in order
for their brands to grow in the years to come.
Avant Communication was called in to work on a number of the world
renowned Abbott brands. The challenge was to conceptualise creatively
strong material that emotionally engaged medical personnel, but also
communicated the all important scientific facts.
The Result
A strong dose of consumer insight allowed us to develop material
that will be remembered in the market for some time to come. Although
marketing material focussed on medical personnel is usually heavy on
facts and statistics, these people respond the same way to marketing
as any other consumer. We aimed at making an emotional connection and
then reinforced the point by the indisputable facts.
Abbott was grateful that we were able to shift the boundaries of
medical advertising and breathe new life into the genre. Avant
Communication has now developed a number of campaigns for Abbott and
we are pleased that they have returned for our service, over and over
again.
