ZICAM COLD REMEDY

Zicam Cold Remedy rated as the #1 Cold Remedy by Pharmacist trade publications

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When it comes to solving the challenges a brand is facing, we unlock the solution by putting our ears to the ground and listening to the behaviors of its target. (Or in this case, by putting our noses to the ground, and sniffing out the answers…) We use a combination of primary and syndicated research combined with our extensive knowledge of our clients’ industries to:

  • Define the ideal target, not just in terms of demographics, but in terms of needs
  • Determine how best to connect with the target to drive their purchase behavior

Project Background

  • Consumers rely on expert opinions when purchasing OTC medications

Project Challenge

  • Reach Pharmacists to educate them about Zicam Cold Remedy so it is top-of-mind, and they feel comfortable recommending it to their customers

INSIGHT

  • Consumers spend more time interacting with pharmacy technicians (Pharm Techs) vs the actual pharmacist

SOLUTION

  • Use a multi-­media campaign (print, online, social networks, Continuing Education sponsorships, direct marketing) to reach PharmTechs as well as Pharmacists
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PROJECT RESULTS

  • Zicam Cold Remedy rated as the #1 Cold Remedy by Pharmacist trade publications