The pharma sector through their medical representatives conveys both the benefits of their new discoveries and the latest improvements over existing drugs. For example, a new drug which worked very fast in the blood was needed to be communicated to the concerned doctors. The product team decided to use the fast bowling concept to convey the message to the doctors. Accordingly, a tabletop pen stand was conceptualised with mini cricket ball with a hole for the pen. The drug name was printed on the tabletop gift to help the doctors refer to the given name of the drug. After few weeks the doctors memorised the name of the new drug without looking at the tabletop pen stand fulfilling the desired purpose.
The drugs which are sold over the counter (OTC) needs a different strategy of mass advertising where end users are educated through mass media. Depending on the ailment the consumers can pick up the solution as prescription is not required from a doctor. Here since the decision maker is consumer and the influencer are the chemist the strategy is designed accordingly. Instead of the ‘concept’ the product manager here looks for the best ‘connect’ to convey the message to the target audience. With the boom in the IT industry and scores of people working on the screens the fatigue of eyes due to dryness is a common syndrome. Manufacturers sensed a gap in the market for more choices for various levels of complaints depending on the level of dryness. They started offering varied choices claiming, ‘instant calm’, ‘cools’, ‘hydrates’ and ‘refreshes’ and even comparing the dry eye treatment equivalent to a visit to the eye spa! Once the initial launch is over the product team can decide various eye mask gifts to influence the new consumers to try out and become regular users of their brand!
The promotion strategy between the prescribed drug and OTC (over the counter) works differently depending on the concept and the connection! For OTC manufacturers the strategy was to win over the unclaimed patient who were yet not visiting the doctors but nevertheless were suffering from dryness of the eyes. The manufacturers depending on the doctors for prescription needed the solution concept as ‘high hydration’, ‘high water retention’, ‘long lasting relief’, ‘comfortable blink without blur’ and ‘feel the well wet experience’ to differentiate their product and thereby their premium offering through doctors.
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