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
