It’s Not Witchcraft
New Business Pitch
Uncomplicated UTIs are anything but “uncomplicated,” especially when they are recurring. The women that experience these UTIs over and over start trying any and every thing they can to put a stop to them for good. Maybe even magic.
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Trying to find relief from recurring uncomplicated UTIs can cause women to feel tired, embarrassed, and out of options. But the root cause may simply be antibiotic resistance. These patients need a treatment that goes beyond the remedies they’re used to trying out.
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We decided the last thing these women needed in their lives was more stress. We steered away from alarmist language, or even the typical female empowerment style of pharma messaging. What if they just want to laugh to keep from crying? What if all the previously failed methods lead them down a path of incantations and elixirs, instead?
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We crafted a story where these women were so fed up that they sought out a witch deep in the woods to finally cast out the curse of their recurring UTIs. Instead, the witch (our spokesperson) tells them they don’t need magic. They need a proper treatment.
Our treatment. -
This concept of ours became the lead concept for the business pitch and received glowing praise from everyone in the room. Almost as if a spell had been cast.
Spotify Audio Ad
[cauldron bubbling]
VO: …with Athena’s wisdom and Apollo’s arrow
I cast this spell to make her lover… [voice crescendos]
Hmmm?
[Witch clears throat]
VO: Oh! Hello, dearie. Didn’t see you there.
Just working on a spell for another client.
My familiar tells me you have a stubborn UTI
And… it’s not your first one? [thunder rumbles]
Then you may have… a resistance to antibiotics! [lightning crash]
Witchcraft may seem like the way to go
But you really should talk to your doctor about BRAND
It’s an antibiotic, first of its kind—
Designed to treat your UTI, this time.
I command you to ask about BRAND today
So you can find relief, your own way.
Now, run along.
I’m late casting this love spell.
Now, where was I?
…Oh, yes.
…to make her lover!!!… [witch shouts]
[lightning cracks]
[BRAND VO runs until end]
We created a symptom tracker to help patients pin point what symptoms they are experiencing so they can share them with their healthcare provider.
