Campaign details

Advertiser: AMAG Pharmaceuticals
Agency: Marina Maher Communications

New product, crowded field and you're ready for your close up.

Last November, the FDA approved AMAG Pharmaceuticals' INTRAROSA (prasterone) a novel treatment for moderate to severe pain during intercourse occurring in women due to menopause. While INTRAROSA has significant benefits versus other treatments – it is a local, non-estrogen steroid without a black box warning – awareness was low. We needed to markedly increase prescriber mindshare by the time it became commercially available in July, 2017 to make it competitive with established, heavily marketed products.

We chose the ACOG annual meeting, the largest convention of the brand's targeted prescribers, to create a talk worthy experience that put INTRAROSA at the center of physician's conversations.

Our creative solution. Women's Health in Bloom

  • Visually disruptive, three-dimensional branded sculpture of a vulva handcrafted of 16,000 live roses
  • Roses referenced in brand's name and logo connects product to event