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Point of Care Marketing helps leading packaged goods companies – as well as challenger brands – to build brand preference, increase sales, and improve ROI.  

CASE STUDY: Putting an OTC brand on the top of a shopping list

Challenge

Help a leading probiotic brand deliver its powerful message to high opportunity consumers just prior to a shopping trip.

Solution

Develop an integrated campaign utilizing Consumer Engagement Displays, take one displays, and newsletters for physicians and staff.  Literature and coupons were delivered through primary care providers and OB/Gyns.

Employ Point of Care Marketing to uniquely achieve multiple brand objectives:

• Generate high reach of the brand's best prospects – women 35+ concerned about nutrition and wellness.
• Deliver the brand message with the power of physician endorsement – over 62% of patients believe their physician is endorsing the sponsor.
• Reach consumers just prior to a shopping trip, so the brand is top-of-mind – nearly 75% of our audience makes a shopping trip following their office visit.

Results

Clients reported coupon redemption increased from 5% - 14%, significantly greater than average HBC coupon redemption*:

• FSI - .7%
• Magazine - .8%
• Direct Mail - 2.6%
• Online - 5.7%

Client has tripled Point of Care Marketing investment over past three years.

*NCH Marketing Services

CASE STUDY: Increasing purchase intent for a leading disinfectant

Challenge

Help a household disinfecting spray product leverage the implied endorsement of the physician to improve brand perceptions and influence future purchase behavior.

Solution

Use the Healthy Child Pediatrician Customer Engagement Displays to provide targeted product messaging to parents of young children in high-traffic pediatrician offices.

Results

Client has continued their participation and support of this strategy for 10 years based on the following third-party results:

• $5 to $1 ROI for disinfecting sprays
• Future purchase intent significantly increased by 14 points over the control offices
• 63% of parents believed the pediatrician was recommending the brand

_{Source: WB&A exit interview surveys and test vs. control}

CASE STUDY: Creating early brand preference in oral care

Challenge

Partner with a leading oral care brand to educate moms about the importance of good oral care prior to their child's first dentist visit.  

Solution

Identify pediatricians as the optimum touchpoint: 

• Pediatricians see infants early (and frequently).
• The office visit is the ideal teachable moment for moms.
• Pediatrician recommendation positively influences mom's brand consideration and purchase behavior.

Create an entire entry point marketing program that includes:  

• Educational parent’s guide and brand coupons
• Bathroom mirror cling
• Children's toothpaste and flosser samples
• Newsletters for physicians and staff (nurses, physician assistants), containing facts and information about oral care
• Large poster and activity/coloring sheets for in-office use

Results

Key influencers, healthcare providers, and moms gave the program outstanding grades:

• 95% of physicians said they would recommend the brand, compared to Euro’s norm of 74%.
• Brand endorsement translated to moms as pre vs. post scores – they showed a significant lift in moms’ belief that their physician recommends the brands.
• Pre vs. post scores among moms showed significant lifts in brand awareness, as well as past 12-week purchase behavior and future purchase intent.

_{Source: NorthStar Research}

CASE STUDY: Building brand loyalty among young moms

Challenge

Combat the competitive threat of private labels among household cleaners.

Key Insights

By speaking to emotional rather than functional benefits, the brand can develop a deeper relationship and create a competitive advantage among the key heavy user target: young moms.   

Solution

Utilize our vast Point of Care Marketing networks by combining them with the persuasiveness of a care provider's recommendation. Build awareness, equity, and trial with a range of tactics including:

• Place-based media: childcare, pediatrician
• Product sampling: daycare centers, pediatricians, schools
• Influencer kits
• Drive-to-retail: customer-specific coupons & booklets
• Bilingual executions

Results

• Program reached 75% of young mom target, and hand-delivered sample packs to 40% of target.
• Over a 12-month campaign, owned critical touchpoints such as daycare centers and pediatricians.
• Generated significant lift for all brands in the following areas:

1. Top of mind and total awareness
2. Claimed purchase past eight weeks, ever purchased, purchase intent*
3. Lift on a series of equity statements

*Brands saw sales, volume, and share lifts during campaign.

CASE STUDY: Improving marketing ROI in packaged goods

Challenge

Aggressively grow volume for a microwave pasta brand that targets households with tweens. Overcome low household penetration and relatively high price. Take advantage of great taste profile, and high repeat and buy rate.

Solution

• Shift money from traditional media and couponing into product sampling to efficiently generate trial among non-user households.
• Sample outside of retail for efficient targeting.
• Target tween households by focusing sample delivery on venues such as parks and recreation, youth sports, and orthodontists (think soft food). Confirm parental presence to avoid marketing to children issues.
• Deliver within key customer draw areas. Support sampling with in-store messaging and displays.

Results

Lifted household penetration more efficiently than couponing or in-store:

• Focused spend on target households, not current buyers. 74% of sample recipients are in the core target (households with children aged 6 to 17).
• More than twice as efficient as FSI coupons in generating trial (tasting).

CASE STUDY: Enabling a cat litter brand to steal share from larger competitors

Challenge

Enable a cat litter brand to build share against larger competitors. Because of its limited budget, the brand had to look outside traditional media and tactics.

Key Insight:

Cat owners are loyal to their litter brands. Reaching consumers as they enter the category and winning that loyalty cost efficiently creates a strong competitive advantage.

Solution

Create a proprietary entry point program through animal shelters, reaching both cat adopters and shelter personnel. Provide consumers with high value coupons and branded litter scoops during the adoption process. Supply shelter personnel with branded clipboards and wall posters.

Results

Among consumers: 

• 13%+ coupon redemption, significantly higher than FSIs.

Among influencers: 

• 90% rated the program "extremely valuable" or "valuable."
• 3 out of 4 rated the consumer elements "extremely valuable."
• 97% would participate again in the program.