How to capture attention in Medical Visits

Illustrations and photographs are essential tools for adding originality and distinction to the products they promote. In the case of brochures used by pharmaceutical representatives during medical visits, one memorable example featured a cover image of an osteoporotic bone. Every doctor immediately recognized it as a textbook case of osteoporosis. However, they were then told that it wasn’t an anatomical image of a bone at all—it was a macro photograph of a plant sponge. The striking resemblance left doctors genuinely astonished, which not only helped them remember our product but also encouraged them to keep the brochure and later share and discuss it with colleagues.

Another creative way to grab attention, this time for a treatment targeting anemia in pregnancy, involved a photograph of a chessboard with various pieces, among which the queen stood out—because she was pregnant! We had “impregnated” the chess queen, and the brochure’s cover showcased her unmistakable bulging belly. The accompanying text read, “There are times when the queen needs extra protection,” drawing a parallel between safeguarding the queen in chess and protecting pregnant women prone to anemia in real life. This concept sparked a broad campaign where each brochure featured a different chess set, always with a pregnant queen. After highlighting the product’s benefits, the back cover offered a famous chess move—one of those historic plays that have left a mark on the game—delighting chess-loving doctors with the clever resolution of a notable scenario.

Brochures can also double as carriers for small gifts, such as a print that a doctor might frame, a pad of sticky notes, a bookmark, or a pen. These extras enhance differentiation and reinforce the memory of the product being presented.

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