OTC Case Studies
Point of Care Marketing provides OTC brands a highly targeted marketing environment, an opportunity to offer credible patient educations, and the most efficient means of sampling available.
CASE STUDY: Introducing a revolutionary product in a relevant environment
Challenge
Generate trial of a new allergy formulation that can be taken without water.
Key Insights:
OTC samples can be accompanied by high cost of goods: delivery has to be tightly focused on allergy sufferers to reduce waste. It’s also vital to reach consumers at the “point of sneeze.” OTC sample trial is strongly driven by consumers who already have symptoms.
Solution
- Focus delivery on audiences with high indices of allergy sufferers. Women aged 25-54 have the highest incidence of allergies/hay fever and are more likely to prefer OTC remedies and be receptive to OTC sampling.
- Utilize both in-home and out-of-home sampling platforms to provide immediate relief/gratification at the “point of sneeze.”
Results
- 90% of sample recipients suffered from allergies over the past [a period of] 12 months, compared to 15% of all adults that have suffered from allergies/hay fever over the same time period.
- 46% used OTC cold/sinus/allergy remedies over the past [a period of] six months.
- 71% tried the sample within one week of receiving it vs. average of 46% for all OTC.
CASE STUDY: Driving consumers from prescription to OTC
Challenge
Work with a heartburn sponsor to stimulate the purchase of their OTC product vs. a prescription alternative.
Solution
Help active prescribers in the class efficiently reach frequent heartburn sufferers by leveraging the influence of the physician-patient consultation.
Results
- Drove purchase and future purchase, yielding a $5 to $1 ROI.
- Effectively reached heartburn sufferers: +14 points
- Used Customer Engagement Displays as an effective vehicle to drive brand awareness: +20 points
Source: WB&A Intercept Surveys and Phone Interviews
CASE STUDY: Schooling tweens on acne
Challenge
Generate trial among a critical mass of tweens as they enter the category for acne treatments.
Key Insights:
Reaching young people as they first become skin care consumers creates a strong competitive advantage. The brand can educate new consumers and demonstrate effectiveness, even with a parity product. Winning over new users can ultimately help brands capture a dominant share of lifetime consumption.
Solution
- Communicate with tweens through a critical access point: the middle school homeroom.
- Deliver samples with an educational booklet that discusses the hows and whys of changing skin as well as tips on proper skincare.
- Deliver the elements to teachers, who are key influencers.
- Provide a lesson plan to discuss puberty, hygiene, and self-esteem issues.
Results
- Reached six million tweens at category point of entry.
- Generated significant increase in category and brand usage among tweens that had never used the category.
- Achieved significant lift in company and brand attribute ratings.
