Focus on the Fungus

Have you heard of Nail Fungus?

If you live in Canada, chances are you have.

A series of commercials have been popping up over the past year, educating the public on this new type of infection.

It doesn’t mention a specific treatment, just that you need to "consult your doctor".

The campaign was created by Bausch Health, a large Canadian pharmaceutical company that owns a drug called Jublia.

I would assume their reps are working hard to make sure every doctor is ready to prescribe Jublia.

But first, Bausch needs to create demand for a new category of product.

They don't do it by talking about Jublia. Instead, they focus 100% on the problem.

The takeaway: When you’re creating demand for a new product, focus on the problem.

Watch one of the commercials