Challenge: How to increase interest in a pharmaceutical product at the beginning of its brand lifecycle—without costly pull marketing
As any magazine, prime-time show or niche Web site will affirm: pharmaceutical pull marketing is hot, hot, hot. But just because consumers now pull drugs and medicines through distribution channels based on direct-to-consumer marketing doesn’t mean pharmaceutical push marketing is dead; on the contrary, pharmaceutical marketers today continue to tweak and refine push marketing strategies that foster physician awareness, interest, consideration and, ultimately, drug recommendations and prescriptions.
PharmaDerm, a specialty pharmaceutical manufacturer of topical dermatological prescription products, sought a push marketing strategy for its new anti-inflammatory skin treatment spray, Temovate®, which is used for skin problems accompanied by itching, swelling and redness. As part of its strategy, PharaDerm contacted ePromos for a promotional product to be distributed to dermatologists.
Solution: Suction-cupped, bobble-headed imprinted pens create real brand “stickiness”; increase prescriptions for Pharma product
The PharmaDerm team initially planned to imprint the drug information on standard office pens—but we had a better idea. Since they were really looking for a clever promotional product that would maximize impact, we did a little research and found just the right item: a suction-cupped, bobble-headed pen with wispy hair and a smile as wide as a happy Temovate® patient to brighten dermatologists’ desks everywhere. Not only would the pens work well to capture initial attention; but because they’d also “stick around” on doctors’ desks, the pens would also ensure the Temovate® name would “stick” in doctors’ minds as well.
Result: Doctors love the unorthodox promotion
The cute, unusual pens did the trick—the PharmaDerm team reported favorable feedback, as well as increased interest in and prescriptions for Temovate® nationwide.
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