http://www.davidmolho.com/work-york daily 0.75 2025-06-12 https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1664313615468-HBNSTPJ27C31EB8OFUK9/nytimes-main.jpg Work Ciprodex found itself with a problem. Coming off exclusivity and facing challenges from generics, it still had a better mechanism of action and also eliminated the pain from swimmer’s ear instantly while the generics took time to have an affect. The problem was that the endpoints set in the Ciprodex FDA study were only to prove efficacy against bacteria, not for pain reduction. So we couldn’t make any pain claims. Our challenge was how to tell patients that Ciprodex treated swimmer’s ear instantly and to ask for it by name rather than accept a generic, less effective alternative. The insight was that swimmer’s ear disrupted leisure activities and vacations. We tapped into patient’s (and parents’) eagerness to quickly get back to the activities they loved. We created a campaign that communicated how Ciprodex got you back to doing what you want to do. Legally, we couldn’t talk about cures, or restoring health, so we focused on the activities people wanted to get back to with print ads, digital and patient and HCP education materials. Ciprodex continues to be the number one topical antibiotic ear drop prescribed since 2007 by otolaryngologists and pediatricians. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688141128249-O5JWYPJBBFBE0O3Z1T2O/image-asset.png Work It’s hard to grow cotton in Texas and farmers used to count on the high quality of their cotton to make the most on their harvest because they weren’t going to make it on yield. The top selling seed in Texas even had a brand name that reflected that reality, FiberMax, and it dominated the market. Deltapine was a distant fourth. Deltapine introduced a cotton seed variety that delivered both high quality and high yield. But the challenge was to convince farmers in Texas that Deltapine, long a dominant seed on Southern farms, had the right variety of seeds for Texas. Even Deltapine’s brand name screamed Southern. The insight was that Texas farmers, and Texans generally, loved Texas, all things Texas and being Texan. So we split the Cotton Belt in two. Instead of a single national campaign, we created two campaigns messaging to Texas and Southern farmers separately. This allowed Deltapine to address the very different needs of farmers in both regions. The campaign included television, radio, print, outdoor, digital, direct mail and collateral. We even tweaked the tag line and designed it just for Texas. A year after the campaign launched, Deltapine was the top selling cotton seed in Texas. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688584194888-QD6YLAGD2RVFJVA8OPFD/Octreoscan+1.jpg Work Identifying neuroendocrine tumors in a non-Oncology Center of Excellence (OCEs) is a challenge since those centers only have access to conventional CT scans and travel to OCEs can be difficult for many patients. The result is that many patients receive delayed or incomplete diagnoses. Our insight was that the non-OCE market was completely overlooked by competitors and was open to expanding their services with an accurate, comprehensive NET scanner. Octreoscan is the only way oncologists in non-COEs can provide fast, accurate and complete diagnoses to their patients. Our campaign positioned Octreoscan as the essential tool for non-COE oncologists to give their patents the same quality diagnoses as patients with access to OCEs. We showed oncologists how the clarity of Octreoscan’s visualization had a positive affect on patient outcomes. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688584713574-ZJ043G8VX4OJZJHY1BDW/2e-TLC-TV-Key-Frame.jpg Work While the more retail-oriented laser vision correction providers go to market with a low-price strategy, TLC takes a different approach. The low price leaders relied on selling upgrades to patients, but TLC offered the full procedure at one price. The insight was that affluent Millennials weren’t price sensitive when it came to treating their eyes to achieve better vision. They regarded the low-price procedure as risky and believed that quality came with a higher price. These Millennials see themselves as unique individuals who want to live their best lives. And to do so, they want the best possible vision, customized to them. We created a campaign that held up a mirror to these patients and showed them that TLC understood their individuality and can give them the vision that’s perfect for them. We showed how TLC can help them get to how they envision themselves because only TLC knows them and how they live. In the year after the campaign launched, procedures at TLC centers rose 12 percent. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688592432019-GYBPAZTDD95BGE9VCJ3K/Ambetter_August14+copy+%28dragged%29.jpg Work https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688674620462-K9UZ758GJ9US2OHO81UJ/image-asset.jpeg Work Corporate-owned laser vision correction clinics compete viciously on price. Advertising for procedures begins and ends with price. Companies warily circle each continually monitoring each other’s pricing and dropping theirs if they think they might snag a temporary advantage. To make up the margin, they upsell the patient with various add ons bringing the average total cost to as much as 40 percent over the advertised low price. LVI wanted to break the cycle and establish a brand identity beyond being a low cost provider. We conducted an extensive amount of quantitative and qualitative audience research. We came to the insight that patients considering surgery needed to understand a positive objective they could relate to in order to take affirmative action and get the surgery. We created a campaign that included television, print, digital and in-clinic patient education materials. In the year after the campaign launched, procedures at LVI clinics were up 22 percent. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688675921393-ZJWWXM4W3U184PZ2XKFO/image-asset.png Work Alcon developed a new laser vision correction technology and faced the challenge of how to introduce it to a generation that loved their Warby Parkers and heard LASIK horror stories from their parents. With the challenge to increase the number of laser vision correction procedures which had settled at about 600,00 a year, we created the first laser vision correction consumer brand. With the insight that this audience truly values authentic experiences, we brought the CONTOURA brand to life showing the audiences themselves and how they can experience their authentic lives with CONTOURA. The launch campaign included messaging, video, tagline, new visual identity, a new logo and HCP and patient education materials. CONTOURA became the key element in getting the most out of every moment and every experience. The impact of the experiential messaging along with dramatic improvements in technology and outcomes overcame long-held trepidation and in the two years after CONTOURA launched, procedures rose to 700,000 and after a pandemic-induced hiatus in elective surgeries, are now at about 800,000 a year. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1692028285123-M787UWQUJCOPOWTQZMQW/Evolut+FX+TAVR+Deployment.jpg Work https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1689695223425-H4VZJ9LAIP4786GYAAWQ/image-asset.png Work The standard way to visualize retina surgery is through oculars attached to a microscope. This excellent, if constrained, view requires surgeons to maintain a rigid posture which leads to an increased prevalence of severe back pain; and is the leading reason for their early retirement. NGENUITY changes how surgeons view procedures and how the entire surgery is experienced in the OR. A 55-inch, HD screen displays the procedure and data so the surgeon and staff have an expansive and detailed view. And the surgeon is able to move about, dramatically improving the ergonomics and reducing pain. Our campaign illustrates how Alcon and NGENUITY redefine retina surgery, and they are at the leading edge of advancing every aspect of it. In its first year, NGENUITY exceeded its sales goal and expanded its market to medical schools. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1692029115966-2PW4UGB4ML6KSE3FY23Z/Innsbrook+3.JPG Work Innsbrook is a 7500-acre resort community about an hour west of St. Louis, Missouri. While the homes are single-family units, the homeowner’s association is committed to marketing the development. With second-home sales rising in resort communities farther from St. Louis, the association wanted to increase Innsbrook’s visibility to St. Louis vacation home buyers. With the insight that traveling farther for a vacation equates to “getting away from it all,” this campaign highlights the importance of special moments that happen on vacation. This shifts the perception of vacation from where it happens to what happens during it. The campaign included print, direct mail and collateral and in the year after launch real estate transactions at the development achieved parity with peer developments within 100 miles of Innsbrook. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1688138578711-EFBC1K6AJTQLCVFK977I/image-asset.jpeg Work If you live long enough you’ll get cataracts. If you live to 65, Medicare will pay for your surgery and new lenses. But these lenses only have a single focal point and you’ll probably still need readers. Alcon developed PanOptix, the first tri-focal interocular lens that gives cataract patients focus at all three focal points: far, intermediate and near. However, PanOptix is an out-of-pocket expense for patients of about $2500 for each lens, and nothing is covered by Medicare. The insight was that cataract surgery didn’t have to be an old-age hassle, but rather an opportunity for optimism. So we created PanOptimism. Now patients could achieve the visual freedom they loved to see at all distances as they led their busy, active lives. And they are willing to pay for that. The campaign included video, print, digital, HCP and patent education materials. Alcon achieved its six-month sales goal for PanOptix in its first six-weeks on the market. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1693585205995-YR0K3SSJMSDBRH98DJU4/NCS_FLW.jpg Work St. Louis has the highest number of private schools per capita than any city in America after Boston. In such a competitive environment for students, New City School needed a way to stand apart from other independent private schools. With a curriculum based on the Multiple Intelligences Theory of Harvard professor Howard Gardener, New City had a unique approach to education, but also a challenge of being the only non-suburban independent school. Qualitative and quantitative research with parents led to the insight that parents evaluated private elementary schools on their ability to matriculate students to the more prestigious private high schools in the St. Louis area. The campaign that came out of that understanding showed prospective parents that New City School prepared students for success in secondary school in a way that was compelling to those schools. In the year after the campaign launched, New City School increased it enrollment by 15 percent ands the following year maximized its enrollment, and has done so every year since. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1693943483397-3XE4EVICZF0BVWUEAWB5/Yankton+Sm.Poster.FA+copy.jpg Work The Project Safe Neighborhoods initiative of the US Department of Justice sought to leverage a provision of the crime bill to reduce gun crime. The provision automatically added five years to any sentence given to someone convicted of a crime while using a gun. To publicize this effort the DOJ authorized the 94 US Attorneys offices around the nation to engage local agencies to create campaigns to get the message out about the five year sentence extension. Selected by the US Attorney for the Eastern District of Missouri, I set out with a criminologist to undertake qualitative and quantitative research to understand how these felons viewed the threat of an automatic five extra years. We learned that the five extra years was actually an inducement to use a gun during a criminal act. Because for these people, that meant they had five more years of “three hots and a cot.” Five more years of air conditioning in the summer and heat in the winter. And they would spend this time with friends. With this insight and the knowledge that convicts hated the idea of being separated from family and friends, we developed a campaign that stressed the remoteness of the prisons where they would be sent. Unpleasant places where family and friends would have difficulty visiting. All of the other 93 agencies created campaigns centered around variations on the theme “Do the crime, do the time.” Our campaign was the only local campaign that was shared with the President in an Oval Office presentation. It was also picked up and implemented by the US Attorney for the Central District of California. The campaign included transit on specific bus routes, a guerrilla poster postings in targeted neighborhoods and materials for schools, hospitals, police stations and civic centers. Most important, in the year following the launch of the campaign, gun crime in the Eastern District of Missouri fell 22 percent. https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/1664202894027-IV27U5345P6PHUJ4JPWD/main.jpg Work For pet owners in C and D counties, Walmart offered a variety of dog food brands, but many consumers purchased large bags at stores like Tractor Supply which stocked some Purina private label brands. The consumers who shopped at these stores loved their working dogs, but didn’t coddle them and wanted a real value in their pet food purchase. However they were developing an awareness that better quality foods with more protein were better for their active dogs. Black Gold recognized this new consumer awareness and capitalized on it by launching the Explorer line extension to their Black Gold brand. The insight was that this audience didn’t just love their pets, but also relied and partnered with them in a variety of activities, both commercial and leisure. We created the Explorer brand to capture the wide range of lifestyles these consumers led and bright it to life through messaging, a new visual identity, a refreshed logo and dramatic, impactful new packaging. Eighteen months after launch, Cargill bought Black Gold. http://www.davidmolho.com/new-cover-page-1 daily 1.0 2023-08-04 http://www.davidmolho.com/about-york daily 0.75 2023-07-18 https://images.squarespace-cdn.com/content/v1/5588a65ae4b0ca6f99bab381/4de766fc-19b9-4862-86db-1820c01f1ea7/IMG_1584.JPG About Live from the stage/my workspace http://www.davidmolho.com/contact-york daily 0.75 2023-06-28 http://www.davidmolho.com/new-page-1 daily 0.75 2023-06-16