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Eptaderm dermo-cosmetics on the markets of Croatia and Serbia

About the client

Eptaderm is the first in a series of innovative and high-quality brands brought and distributed to the Croatian market by Pontus Pharma d.o.o., a new pharmaceutical company based in Zagreb. The client launched three Swiss-quality lines – EPTA PSO care for skin prone to flaking and psoriasis, EPTA SPOT for hyperpigmentation prone skin, and EPTA VTLG – emulsion for depigmentation or vitiligo prone skin. Through Eptaderm, Pontus has brought effective formulations and percentages of active ingredients unavailable to the Croatian market until then. After the implementation of the communication strategy in Croatia, it was successfully adapted to the Serbian market.

Challenge

Creating and setting up a communication strategy for Eptaderm was challenging from several aspects, both on the Croatian and the Serbian market. In addition to the regulations brought by the registration of a certain product, it was necessary to build the Eptaderm brand in Croatia from scratch, taking into account that these are niche products. They target a narrow segment of people who have gone through (un)successful treatments of their skin conditions numerous times. In addition to creating a positive perception of the brand and direct interest in the products among end users, it was also important to provide communication support to sales teams on the ground.

Solution

The main goal of the campaign was to position Eptaderm’s lines as the best complete solution for skin care prone to desquamation, depigmentation and hyperpigmentation. Since the need for each of these products necessarily stems from the existing skin condition, the basis for brand building consisted in educating the public about the associated diseases and the right ingredients to alleviate them.

Using an integrated and strategic approach to communication, the campaign was set up on several intertwined channels. In addition to the redesign of printed materials, blocks and brochures, the entire content on social networks, ads on Facebook and Google platforms, the plan and implementation of media purchases and blog content for the brand’s website have been created. Special attention has been paid to the choice of visuals when communicating on social networks, given that Facebook penalizes any direct representation of the disease in ads.

Eptaderm – Feel the health on your own skin

The slogan ‘Eptaderm – Feel the health on your own skin’ is affirmative, and at the same time suggests that a person can feel comfortable in their own skin, regardless of their disease. In addition to the literal interpretation, the slogan also contains a tactile imagery that users can imagine every time they encounter Eptaderm’s lines.

A subtle before/after moment is woven into the visual identity of all lines, demarcating black and white photography from the colour one, which is restored by Eptaderm’s products. The dividing lines also served as a clear visual label for various product groups, while when creating content for social networks, it was important to always stay more in the medical and less in the lifestyle context

EPTA PSO Desquamation-Prone Skin Care Line

Media buying has been realized through lifestyle portals with health-related topics that attract the target audience. In addition to raising awareness of the product among their readers, such content has become one of the most important sources of traffic on the Eptaderm website (referral). Doctors who spoke argumentatively about the importance of skin care with selected ingredients and their effect for certain indications, thus raising the credibility of the texts, were also included in the creation. The blogs are also filled with articles by expert dermatologists so that everyone interested can find information about both skin diseases and the effects of the ingredients within each line in one place.

Social networks were managed by a combination of informative, educational and sales tone because, primarily, it was important to convey the importance of lines and individual products for patients.

A promotional video has also been created including all three available lines, as well as two yet to be announced. For advertising purposes, several shorter and longer versions have been singled out.

Eptaderm Croatia – Video

Facebook and Instagram ads were created in order to attract traffic to the website, increasing user engagement and the follower base while increasing awareness of Eptaderm. Google’s platform was managed towards search, display, and video ads. Selected influencers have provided additional online reach to the lines, especially in the sphere of hyperpigmentation, which is the most widespread phenomenon. Their posts were also shared on the brand’s channels.

The integrated strategic approach has brought an increase in product awareness among the public and potential users in both markets, but also among experts whose opinion is important for the valorisation of product quality.

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