MC HEALTHCARE ZAPPING ZITS
By Adnews Staff
A new print campaign for Hoffman-La Roche Ltd.'s acne treatment Accutane is targeting general and family practitioners across Canada. The campaign consists of full color ads in medical journals, created by Toronto-based MC Healthcare, and marks the first time Mississauga, Ontario-based Hoffman has used medical journal advertisements for its Accutane brand. The ads were adapted from creative used in Accutane's direct-to-consumer campaign which ran in 1998 and 1999. The new print campaign launched in February and will run throughout the year. Donna Shaw, product manager for dermatological products at Hoffman-La Roche, said the new ads are designed to build awareness of the Accutane brand and provide support to practitioners. A 1-800 number is featured in the ads, which promote Accutane as the cure for acne, Shaw said. Media planning and buying was handled by Troutbeck Chernoff of Toronto.