Earlier success nabs Ogilvy two new healthcare assignments

New hire Daniel Li further strengthens agency’s 360 degree healthcare offering in China

BEIJING — Ogilvy has been awarded new assignments for Zentel® and Fenbid®, two of four GSK Consumer Healthcare China (TSK&F) OTC brands sold in the China market. The assignments will see Ogilvy partnering closely with TSK&F to effectively promote the two brands through targeted communications to consumers and healthcare professionals nationwide.

“We awarded the Zentel and Fenbid Medical assignments to Ogilvy because we have seen firsthand the results they can deliver. In late 2007, we worked together to launch ‘The Real People Campaign’ which saw Fenbid OTC’s market share in the China market increase significantly. Effectiveness is our top priority and we are confident that Ogilvy has the deep industry knowledge and healthcare expertise to deliver,” said Alan W. Hsu, Marketing Director, TSK&F.

For Zentel, the leading OTC medication used to clear worms and parasites, TSK&F has tasked Ogilvy Advertising with managing all of the brand’s communications efforts in China. The agency’s mission includes driving overall strategy and the development of TVCs and print ads that will run nationwide – from the tier one cities of Beijing and Shanghai to remote, rural areas in the Chinese countryside.

Ogilvy Advertising will also work with Zentel to develop educational training kits for drug store assistants and county doctors that will allow them to more effectively identify opportunities to recommend Zentel and accurately describe its advantages to patients and customers in China.

“It is always rewarding to be acknowledged by a client for exceptional results achieved as the result of a truly effective advertising campaign. Our founder David Ogilvy always said, ‘we sell or else,’ and this sentiment is just as true today as it was decades ago. Our earlier success on the Fenbid OTC brand opened the door for us to pursue the Fenbid Medical and Zentel OTC assignments, and we couldn’t be more thrilled to have been appointed,” said Shenan Chuang, CEO of Ogilvy & Mather Group, China.

For Fenbid Medical, TSK&F decided to expand Ogilvy’s scope of services beyond advertising to include a retainer assignment which will be managed by OgilvyHealth, a discipline specialized in providing communications consultancy services to clients seeking to connect with doctors and the medical community. Effective immediately, OgilvyHealth will oversee Fenbid Medical’s communications program which will encompass medical education, PR activities, key opinion leader (KOL) outreach and seminar organization activities.

Jennie Fan, President, OgilvyHealth China said, “The marketing and communications environment in China is changing. Consumers are becoming more engaged in healthcare treatment decisions as they become both increasingly affluent and knowledgeable. In today’s rapidly changing healthcare environment companies can no longer rely on the salesdriven approach to marketing as sales representative access becomes more challenging. So effectively, communication with doctors today demands that clients maximize traditional marketing channels and also go beyond ‘detailing’ to utilize the latest in communication techniques – for instance digital channels.”
Daniel Li Named Business Director, OgilvyHealth China To tackle this increasingly common issue, OgilvyHealth has appointed industry veteran Daniel Li as Business Director, based in Beijing. Li brings to his position more than a decade of experience in pharmaceutical marketing and communications, having worked for clients such as Pfizer, Roche, GSK, Abbott, BMS and Bayer among others. At Ogilvy, Li will lead the Fenbid Medical account in addition to other assignments. “Daniel is dedicated to elevating and expanding the 360 Degree role and value of healthcare communications and we are confident that our healthcare clients including TSK&F will benefit greatly from his wealth of experience and industry insight,” said Fan.

About Ogilvy & Mather Group China
Ogilvy & Mather Group China is the largest marketing communications network in China. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive media, database management, public relations, graphic design and related marketing disciplines. As Brand Stewards, the agency works to leverage the brands of its clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity.
Ogilvy & Mather integrates these communications disciplines using its proprietary 360 Degree Brand Stewardship process, which holds that every point of contact builds the brand. Ogilvy & Mather Worldwide (www.ogilvy.com) is one of the largest marketing communications networks in the world, operating 497 offices in 125 countries. Ogilvy & Mather Worldwide is a member of WPP plc (NASDAQ: WPPGY), one of the world’s leading advertising and communications services groups.

About OgilvyHealth China
Established in 2006, OgilvyHealth China is a discipline that brings together a comprehensive range of in-house specialists from across Ogilvy Group’s six disciplines to deliver 360 degree marketing and communications solutions that address the unique needs of healthcare industry stakeholders including doctors and healthcare professionals, patients, consumers, support organizations such as NGOs and healthcare provider groups and media. With more than 30 staff across Beijing and Shanghai, OgilvyHealth offers advertising, public relations, direct-to-consumer, direct-to-patient, relationship marketing, medical education, brand development and global integration services that respond to the changing needs of the healthcare marketing environment. OgilvyHealth China’s pharmaceutical, OTC and healthcare industry clients include Roche, Pfizer, MSD, Abbott and West Pharmaceutical Services.