When Merz North America (Raleigh, N.C.) announced a new marketing campaign for Xeomin® (incobotulinumtoxinA) and Ultherapy®, in partnership with supermodel, actress and celebrity entrepreneur Christie Brinkley in October 2017, it solidified a bold new business strategy. This strategy has, in turn, strengthened the company’s market position by increasing brand awareness, while disrupting the medical aesthetic industry.
This move has the company boldly entering the sacred celebrity-driven direct-to-consumer (DTC) marketing space, where some big players in the pharmaceutical industry have been before; however, this is a first for Merz, a global aesthetic and neurotoxin company.
“Ms. Brinkley is a patient of both Xeomin, a neurotoxin, and Ultherapy, an energy-based skin lifting and tightening procedure (*Xeomin and Ultherapy have not been studied in combination use),” expressed Bob Rhatigan, CEO of Merz North America. “That is one of the main reasons that Christie is the perfect partner, beyond the fact that she is stunning at age 64. She also shares our vision that adults, regardless of age, should feel confident in how they present themselves to the world.”
In addition, by making such an iconic figure the face of its brand, Merz has skillfully accomplished a marketing coup that upstages the competition in such a way that even if physicians had not considered using Merz products, such as Ultherapy and Xeomin, in their practices, consumers are showing up at offices asking for them by name. This is known as a pull through marketing strategy.