“As a pharmaceutical company with more than 35 years of experience, it was important to find a communication code for our medical cannabis that would maintain Neuraxpharm's pharmaceutical positioning and differentiate us from other medical cannabis companies. At the same time, an emotional and patient-focused approach was key to connect with our target audiences. Krieen's strategy struck this balance and their creative approach won us over from the start.”
Clara Fernández
Medical Cannabis Marketing Specialist at Neuraxpharm
With the aim of creating a memorable impact in medical magazines, we created a print ad that brings the essence of the video to live on paper. Using 2 pages, we involve the reader by inviting them to “turn the page” and see how the people on the ad “stop turning their backs on medical cannabis”. Ultimately, “turning the page” represents the change of mindset towards medical cannabis.
The campaign will be running in Germany and Switzerland in several medical, pharmaceutical and business magazines.
“Medical cannabis has a long way to go and we are doing everything we can to provide patients with unmet needs with an effective and safe treatment alternative. The "Change for health" campaign helps us differentiate our value proposition among our competitors and, more importantly, we want it to contribute to the evolution of our society and ultimately help millions of patients improve their quality of life.”
Rita Barata
Head of the Medical Cannabis Business Unit at Neuraxpharm at Neuraxpharm
Under the same campaign umbrella we created a number of sales and awareness materials that help Neuraxpharm explain the potential of medical cannabis to their different stakeholders, including healthcare professionals and pharmacists. All materials convey the patient-focused approach of the campaign through unique visuals of the dancers carefully selected for each topic.
In order to help Neuraxpharm’s stakeholders better understand the world behind medical cannabis, we created a short booklet presenting 6 myths about medical cannabis and the truth behind them. It is a highly practical piece of communication to quickly understand the topic.
Understanding medical cannabis is not easy. It requires the comprehension of a number of different concepts that are new for many people, also doctors. To promote the knowledge about medical cannabis we created a series of crosswords that contain the most important concepts of the field. These crosswords will be handed out to healthcare professionals, pharmacists and patients, as well as used on fairs.
“For many people medical cannabis is still a very sensitive topic surrounded by prejudices. Our aim with this campaign is to get people to rethink their perception about cannabis and to debate. We need a change in society and a change in legislation, which will lead to a change in the health of many patients.”
Alex Krieger
creative & managing director at Krieen
Take a look behind the scenes of the production of the commercial “Turn”. We have worked with "The Cast Barcelona", together with the film director Joan Gil. The soundtrack was composed by the musician Marc Martín and performed by the soprano Sara Bañeras.