Pharmascience
Linking local purchase and medicines
Challenge
Increase Pharmascience’s exposure to pharmacists and consumers by touching both the head and the heart to ultimately boost sales
Strategy and Activities
Position Pharmascience’s origin to Quebec and link the brand to local purchase
Create an inspirational video with the founder and the employees as anchors
Produce advertisements on the ``positive side effects`` of generic drugs
Develop a 360 degree content distribution strategy (web, social media, press relations, forums, traditional and digital advertising)
Equip the sales team with communication tools (newsletters, leaflets, renewed kiosks, etc.)
Results
120% of the target view reach with only 70% of the promotional budget used
36% open rate on an email blast to pharmacists (average industry rate 12%)
12.2% engagement rates in an advertisement on La Presse (twice the average)
A large majority of positive comments from consumers and pharmacists
Positive impact on sales during the campaign
Relevant Data
2710639
People affected by the campaign (advertising, social media and press relations)
350000
Total views of both videos (inspiration and positive side effects)
80079
Engagement generated on social media and interactive advertising
