Salex Cream



> Exceeded year-one sales goal by 50%.

Assignment. Business-to-business product launch.

Target. Dermatologists in the United States.

Challenge. Launch SalexTM Cream in a crowded, “me too” category, where salicylic acid, the active ingredient in SalexTM Cream, has been used for decades to treat dry, flaky skin conditions.

Strategy. Focus on the efficacy of the product while educating dermatologists about its innovative MVE delivery formulation.

Tactics. Mailers, giveaways and events to energize and educate the sales force. Next, breakthrough trade advertising, followed by detailed case studies and science-driven sales aides to engage dermatologists.

Results. The campaign energized the SalexTM Cream sales force, captured the attention of dermatologists nationwide and helped the brand exceed sales goals by more than 50% in less than one year.