A Multi-Channel Marketing Effort

From Radio and Print to Web and Internet Marketing -


Proctor & Gamble's Pantene AgeDefy Clinical Trial with The Bauman Medical Group

Dr. Bauman

In this project, Dr. Alan J. Bauman, one of the nation's top hair transplant surgeons, hired Jeff Mustard to write and produce radio commercials that served as the cornerstone of a "clinical trial" seeking "patient candidates" for a "new hair care product" that at the time was  being developed by Proctor & Gamble.  This radio-centric multi-channel marketing effort also included the creation of assorted marketing materials, flyers, 1 sheets, a web/splash/landing page, web banners and outbound email marketing materials produced by Mustard's company.  The project was a huge success.  The clinical trial and subsequent research campaign by Dr. Alan J. Bauman resulted in the global launch of "AgeDefy," a new Pantene Hair Care Product. Dr. Bauman was designated the Chief Medical Spokesperson for P & G / Pantene's 'AgeDefy' product.

Listen to the Radio spot -

Watch the video 


Here is the landing page/clinical trial sign-up for the campaign -