The Allergan "Quality Is Key" integrated campaign focuses on changing behaviour during a health care consultation. A competitor created a global scandal by producing inferior and defective breast implant products. As the industry leader, Allergan needed a way to separate its quality products from the competitor's inferior products. The idea was to differentiate themselves as the leader and to help ease patients' growing fears aimed at the medical aesthetics industry.

Rather than responding to bad Euro press, Quality Is Key was launched encouraging patients to ask their doctors what brand of products they use. The campaign consisted of print, online banner ads, a microsite, and in-office materials focusing on five key questions to drive informed conversations between patients and their doctors.