Opportunity
Consumer brands often struggle more with in-clinic brand exposure time with the physicians as compared to Rx brands, especially with limited on-ground field force, it becomes imperative to build the brand salience in a sustained manner.
Objective
To create awareness among physicians about a leading OTC paracetamol brand and their new technology that offers fast and effective relief.
We strategized a 4-month campaign journey and divided it into 2 phases and a Brand Lift Study in the interim for campaign optimization
Strategy
Results
Conclusion
Overall, the campaign delivered an unmatched reach and an average frequency of ~6, giving the brand a viewability equivalent to considerably high in-clinic time within 18 weeks of the campaign. For any consumer brand it is critical, and it takes double the effort to make its presence felt in the physician’s mind. Therefore, with the help of programmatic solutions, we were able to reach a significant physician audience size enabling a fair brand recall.
