I was three days into an antibiotic prescription before I looked in the bag they came in and read the possible side effects. On day four I actually read all the nifty little labels on the bottles that tell you how to take them. I spent as much time as I assume only a designer does appreciating the different colours that stand out from the medical details most of us don't understand and the clarity of the icons' meaning. I was already feeling better though, so I had to note that it was the physicians directions to "take with a glass of water" and "don't take calcium"—that I remembered during the delirious days.
There's just no replacement for the effectiveness of face-to-face conversation. How does that tie into your branding needs? Depending on where you're living and who your target audience is, it's worth considering having a live presenter, or a real-time event as part of a campaign. Make it something unforgettable.