Ogilvy China wins two healthcare brands

Ogilvy Advertising will harness all Zental’s nationwide communication initiatives, targeting mothers of kids in primary schools, including TVCs and print campaigns from tier-one cities to rural countryside in China, as well as developing educational training kits for drug store assistants and county doctors.

Meanwhile, OgilvyHealth will oversee Fenbid Medical’s communications programme beyond advertising, which will encompass medical education, PR activities, key opinion leader outreach and seminar activities. 

There is currently major competition in the pain killer product category in China, with key competitors like Bufferin by Bristol-Myers Squibb and Advil by Wyeth Consumer Healthcare.

“Healthcare companies can no longer rely on the sales-driven approach to marketing as sales representative access becomes more challenging” said Jennie Fan, president, OgilvyHealth China. “Communication with doctors today demands that clients maximise traditional marketing channels and also go beyond ‘detailing’ to utilise the digital channels.”

The two brand accounts were won without a pitch. Ogilvy Advertising was the creative force for Fenbid’s ‘The Real People Campaign” in late 2007, which significantly expanded the brand’s market share in China. 

TSK&F is a Sino-American joint venture in China, invested by the Tianjin Zhong Xin Pharmaceutical Group and Tianjin Pacific Holdings, with SmithKline-Beecham of the United States.

Meanwhile, OgilvyHealth Beijing has beefed up its manpower by taking veteran Daniel Li on board as business director, Li has over a decade of solid pharmaceutical marketing and communications experience with client portfolio ranging from Pfizer, Roche, GSK, Abbott, BMS to Bayer, among others.