Know-How Exchange : Strategy

I am suppose to launch a product for vitamin d deficiency. we hav already decided the name of the product. strength of the product is 200,000 IU. to start a campaign i.e. prepare its visual aids etc, i need a theme. since i havent launched any product before and will be launching it for the first time i dont know where to began. how should I set the theme of the visual aid/ campaign? should i address the doctor directly or indirectly?product is a soft gel capsule instead of the injections which are frequently being used. the product will be used for severe vitamin d deficient patients. the tagline i hav suggested is "when the need is more than usual". can anyone suggest me more taglines regarding this? waiting for response. thank you