DOCTOR WISE
The women of Doctor Wise knew that menopause is not a one-size-fits all journey. They engineered 5 distinct products, each focused on relieving a set of common symptoms, acknowledging the individuality of every menopause journey. There was a problem. The gorgeous branding they started with was winning advertising awards but not being picked off of the shelf by the women it was built for. It was too dark to stand out and quickly faded from focus.
To connect with their audience Doctor Wise needed— yes, to remedy this — but also to form a cohesive and empathetic brand strategy. The Wise Women who made up the audience demographic were looking for them to show up in the same way their product was designed to, not generically. The creative had to acknowledge the realities of menopause, and empower the people experiencing it without condescension.
Thus began their brand evolution and the start of the campaign “Anything but Generic.” Our efforts focused on improving visibility, developing an integrated awareness campaign rooted in relatability, redesigning the website to feature real menopausal women and their experiences, as well as to function as a source of knowledge. This positioned Doctor Wise not only as a product line, but as a trusted partner and guide.
The result was that the refined strategy and refreshed creative stirred audiences to action, bringing accessible, stigma-free menopause support to the people who needed it. Doctor Wise secured national distribution in Target, Walgreens, and CVS.
ANNE CLAIRE HOUCK