Help transform a health care product into a brand by helping it develop its first ever communications campaign!
Many of us don’t know exactly what haemorrhoids are? (or even how to spell the word correctly!) Surprisingly, over half the population encounters haemorrhoids at some point in their life, usually after turning 35 years old.
In Italy specifically, 63% of haemorrhoids sufferers treat the problem, mostly with over-the-counter (OTC) creams & suppositories which are bought, literally, over the counter, at the pharmacy. This means people ask the pharmacist for an anti-haemorrhoids medicine, the pharmacist goes to the back of the store to check inventory, and returns with a product. Most people don’t ask for a specific brand, and buy whatever the pharmacist proposes.
But that is changing in Italy. Last year, two small anti-haemorrhoid brands started advertising directly to consumers, instead of only talking to pharmacists. And, guess what? The advertising worked! People started asking the pharmacist for the brands by name, so the pharmacies started stocking them more, and sold more too.
Proctosedyl, the #2 brand in the Italian market, wants to develop a digital communications campaign to defend its expertise. As the #2 brand in the market, pharmacists trust it, it’s made by Bayer, a global and well respected Health Care company, but it doesn’t know where to start when it comes to communication. Can you help?
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