Reviving brand prescriptions
The brief
The brand had been in decline for a number of years due to a prolonged out of stock situation, name change and price increase, despite marketing activity due to arrest this trend.
The brief was to develop print and digital ads targeting GPs and dermatologists designed to drive brand awareness and ultimately prescriptions.
Services provided
- Strategic development media plan
- Development of new high impact creative for both digital and print channels
- Flighting of creative
- Reporting of results
Solution
SM worked with media owners to develop a schedule designed to target potential brand recommenders within a very limited budget.
New creative was developed for use in both print and digital environments, optimising fractional positions and secondary digital placements.
Results
- +7% increase in prescription volume in 6 months
- +10% increase in ex-factory volume sales in 6 months
- 200% increase in website traffic to brand page
