This document outlines a marketing plan for a product called Product Name. It includes short, mid, and long term goals. The short term focuses on establishing an online and social media presence, physician education, and developing taglines. The mid term adds programs like philanthropic initiatives, contests, and sponsorships. The long term focuses on expanding campaigns to new audiences and referral programs. Several concepts for campaigns centered around themes of inner beauty, looking and feeling good while doing good, and being cheeky are proposed and include taglines, messages, and strategies.

1. Building a plan for Product Name
PharmaCo

2. Assumptions
Audience
Converted
Neophytes
Theme
Inner beauty

3. Short
Mid
Long
Tagline, message and design
Web and social media presence
Physician/clinic research
Physician workshop training
Nurse-focussed training
Philanthropic program
PR to support philanthropy
Contest
Loyalty program
In-office DVD
Promotional items
Sponsorships
Male-focussed campaign
Multi-cultural campaign
Celebrity endorsement
Physician program
Cash-back incentive
New consumer materials
Other social media
Ongoing web content/presence
Referral program
Ongoing Physician program

4. Concepts
Inner beauty
Look good. Do
good.
Mom-isms
Be cheeky
Inner beauty
•Natural collagen message
•Conservative or fun
•Philanthropy - donation for every
click/friend
•Contest - your <Product> moment
•Timing is not significant – can begin
after physician education has traction
•In the short-term, beefs up your ads

5. Release your inner beauty
As we age, our faces change shape as we lose collagen.
Product Name stimulates your body's natural collagen to bring back your face’s
youthful contours and reduce lines.
Beauty is within you. Give it a boost, with Product Name.

6. Concepts
Look good. Feel good. Do good.
•Campaign builds
•Starts with looking good, and feeling
good about the natural differentiator
Inner beauty
Look good. Do
good.
Mom-isms
Be cheeky •Philanthropy - Once physician program
gains traction, add the “do good”
element
•Contest - what makes you feel good
about yourself?

7. Look good. Feel good. Do good.
We all want to look our best. It helps us feel our best.
But as we age, our faces change shape as we lose collagen.
Product Name stimulates your own natural collagen to bring back your face’s
youthful contours and reduce lines.
And, from date until date, when you have a Product Name treatment,
PharmaCo will donate $X from your treatment cost to women’s shelters across
Canada.
So you’ll look good. And feel good. While you do good.

8. Concepts
Mom-isms
•Ties to inner beauty
Inner beauty
Look good. Do
good.
Mom-isms
Be cheeky
•Series of ads evolves on your timeline
•Philanthropy - ties in to ad 2
•Contest - favourite “Mom-isms” leading
up to Mother’s Day

9. Mom always said that real beauty comes from
within
She was right.
Product Name (dermal filler) stimulates your body’s own natural collagen to
restore your face’s youthful contours.
Ask your doctor (about Product Name) or visit productname.ca (to see if it’s
right for you).
Natural. Instant. Inner beauty.

10. Concepts
Be cheeky
•Ties to natural collagen differentiator
•Timing is flexible
Inner beauty
Look good. Do
good.
Mom-isms
Be cheeky
•Philanthropy – “women who behave
themselves rarely make history”
•Contest – women making history

11. “Don’t be cheeky”
At PharmaCo, we respect our elders. But sometimes, Mom is wrong.
Sometimes you NEED to be cheeky.
The collagen in our cheeks and faces is what gives our face its youthful, fresh
shape. We lose this collagen as we age, resulting in less contour and deeper
facial lines.
Product Name instantly volumizes for an instant revitalization, then stimulates
natural collagen development for a lasting refreshed effect all over the face.
So go ahead -- be cheeky. You’ll look great and feel great.
Ask your doctor or visit productname.ca