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Obesity Procedure Promoted via DTC Campaign
Allergan is using a direct-to-consumer television campaign for its Lap-Band System - one of the industry’s first TV campaigns for a surgical procedure.
The campaign is for the Allergan Lap-Band System, approved by the FDA as a weight-loss procedure since 2001 and acquired by Allergan from Inamed Health earlier this year, writes MediaPost.
The 60-second testimonial spot broke on CBS last week and on national cable stations at the end of October. Bart Bandy, a senior vp at Allergan, wouldn’t share the adspend but said the campaign will run through the end of next year.
He said the company is in discussions with other TV networks, as well.
The ads offer a toll-free number for more information, and also drive consumers to the Allergan website. Bandy says the responses have exceeded expectations.
The campaign also includes a print element, with ads in professional journals, as well as materials for display in doctor’s offices.