Background: Bitoene is a dental brand that helps alleviate Dry Mouth symptoms. People with this symptom tend to have other chronic medical issues that cause them to have Dry Mouth as a side effect. Because of this, Dry Mouth is a secondary (but still very irritating) ailment they are dealing with.
Problem: Patients suffering from Dry Mouth believe their Dry Mouth symptoms are not taken seriously as a real medical issue by medical professionals and others in their daily lives. How can Biotene be a beacon of empathy for these people?
Research Findings:
They are living a new, less comfortable version of the life they previously had. Their symptoms make it very cumbersome to enjoy food, have fun and be social during a night out, or have a good night’s sleep like they used to.
They are the only ones who have Dry Mouth in their social circles, which makes them feel like outsiders.
They feel that people can be sympathetic towards their problems but no one can really empathize.
They use online forums to discuss their conditions and share helpful tips amongst other Dry Mouth sufferers.
Behavioral Insight: People with Dry Mouth feel hopeless, as their symptoms bring forth self-isolation.
Cultural Insight: People with Dry Mouth feel supported and accepted by their online communities.
Strategy: In order to get people with Dry Mouth to be as positive in real life as they are in their online communities, we will show them that Biotene can help them get back to who they really were before these symptoms took over their life.
Campaign slogan: Welcome Back the Real You
Why this works: They will relate to our message of welcoming back the “Real You” because they know that they are not feeling like themselves from all of the medical issues they are facing. They know that they are not able to enjoy the little things that they once did before having Dry Mouth. We are showing that Biotene understands and empathizes with the toll that Dry Mouth takes on their lives and will offer ways to help them combat it.
