Therapeutic and aesthetic key messaging refresh for Xeomin

Xeomin Case Study


Xeomin partnered with Gibson Group to create a comprehensive marketing strategy for their brand, starting with key messaging for their therapeutic indication and then also transitioning to new marketing materials and opportunities for the brand in the aesthetic space.

The proposal included developing KOL content, organizing a comprehensive medical launch plan, and creating educational marketing materials for both indications.

The client’s goals for the project included:

  • Improving Canadian healthcare provider awareness of the benefits and use cases for Xeomin injectables
  • Expanding and adapting key brand messaging from therapeutic to aesthetic indications
  • Meeting PAAB regulations for all marketing materials


From idea conception to implementation throughout a multi-year professional partnership, we developed the following solutions to meet our client’s goals:

  • Engaged with key opinion leaders (KOLs) in therapeutic and aesthetic injectables to raise brand awareness among healthcare providers and position Xeomin as a leader in the Canadian market.
  • Created multiple detail aids and sales support resources designed to provide the Xeomin team with easy-to-understand touch points about the benefits of the product to share with healthcare professionals during conferences, in-office meetings, and sales pitches.
  • Hosted [X number] of advisory boards, allowing the Xeomin team to access insights into HCP needs and pain points, brand competitors, and nuanced ways to position their product to better serve Canadian providers.Communicated back and forth with PAAB to greenlight the desired aesthetic indication claim, “your art, our science” on every page of the Xeomin detail aid for providers.


By working with the Gibson Group, Xeomin:

  • Underwent a major PAAB compliance win for the desired messaging, “Your art, our science,” allowing the company to market its product in the aesthetic space
  • Received high-quality HCP marketing materials that were integrated into the global brand toolkit
  • Experienced significant brand awareness growth in the Canadian HCP market that exceeded expectations within the first year



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