Its history,
our history
- Services
- Strategy
- Business plans
- Branding
- RRSS
- Sector
- Healthcare
- Client
- Viatris Laboratories
We have been and continue to be communication partners for the last 15 years of the history of one of the world's leading international laboratories: Merck EFG, Mylan, and Viatris today.
IN SPAIN
In 2009, the pharmaceutical company Mylan landed in Spain, a world leader in producing speciality and generic medicines, by acquiring Merck EFG.
The rebranding process began with the peace of mind that comes with the prestige previously acquired by Merck EFG in Spain and with the
of inspiration.
The objective was to communicate that Merck EFG was changing its name to Mylan. To do this in a different and memorable way, we based the creative strategy on the song by the music group Pastora “No me llames Dolores llámame Lola”. We wanted to capture attention and create a daring campaign in a sector marked by seriousness.
And we succeeded. The cover of the song “No me llames Merck, llámame Mylan” allowed the message to reach the target audience, surprise them and make them remember it.
We created the fictitious music band Myband and its website, where we could discover everything from the video clip of the new single “Don't call me Merck, call me Mylan” to photos of the band, its history, tour dates (where professionals could get in touch with Mylan's commercial delegations), interviews, and merchandising (where doctors and pharmacists could order T-shirts, caps, and badges).
We used four names of well-known characters to convey that, although we remember their names, what matters is the values they represent. The message was that we could change names, but what we wanted to get across is that the values would remain the same. Y that was our concept for communicating the rebranding from Merck to Mylan in print advertisements such as print media such as Pharmaceutical Courier, Medical Journal, etc.
THE NEW ATORVASTATIN
FROM MYLAN
For one of the first launches in the cardiovascular area, we created an impactful communication campaign for primary care physicians. We developed a bold mailing based on the benefit of atorvastatin (simplified): “unclogs cholesterol”, thus creating the DESATASCOL campaign concept.
The campaign consisted of creating an online game for professionals where each user could register and play the “unblocking game”. The main objective was to “destroy” all the cholesterol in their veins and eat all the healthy foods that appeared. As the stages went by, the players acquired points and could access different training and prizes.
Our aim was to make an impact, so we created a PlayStation-style mailing, a case containing access to the game, information, and access to training. Registration allowed us to monitor the actions and the participation of professionals.
THE NERVE TO SMILE
Mylan Laboratories and Pallapupas (hospital clowns) collaborated to bring Christmas greetings and enable Pallapupas' work to be better resourced. The concept of 'noses to smile' links the clown nose with the strength needed to make patients in hospitals laugh. The public could send Christmas greetings through a website (solidarity postcards), and Mylan donated resources to Pallapupas. The campaign sought a positive, non-profit synergy to fill hospitals with smiles.
From naricesparasonreir.com, the public can view, download, or send a solidarity postcard. This simple action allowed Mylan to help the Pallapupas team with resources.
Our aim was to send Christmas greetings based on solidarity, originality and positivity. The campaign was communicated in the specialised press and through a mass mailing to our database of professionals.
The day after the launch, all Mylan professionals found a Christmas card with a clown nose at their workstations. We also surprised them with a performance by the Pallapupas, explaining the campaign and inviting them to participate.
Being part of their history and living their evolution as Merck EFG, Mylan and Viatris brands.
Throughout this time, we have developed different types of projects and worked in all its business areas: generic, OTC, and prescription.
We have been awarded for creative excellence at the Aspid Awards several times.
Throughout its history, we have worked in all business areas and with its wide range of products and services.
