the BRIEF

After a redesign the aim was to remind GP’s that MIMS (their medication listing bible) was their trusted advisor but had a fresh new look.

insight & IDEA

GPs have other standard pieces of equipment they use and are necessary daily for their job. The redesigned MIMS is even more user friendly.

The ‘take a closer look’ at MIMS shows how their feedback had been listened to with a stethoscope, it was beating at the same rhythm as them with an ECG (heart) monitor etc. The campaign ran across consecutive strip ads, banner ads and a three full page explainer ad with the second and third pages taking an even ‘closer look’ at what was even better.