Flomax Relief Multimedia

Media channel: Multimedia TV,
Print, Online, Posters,
trade press mobile

Brand: Flomax Relief

Campaign timing: 2010

Target audience: Men 45-65

Background:
In 2010, the UK became the first territory in the world where the treatment for BPH (enlarged prostrate) branded as Flomax Relief, was made available directly to patients without a prescription via retail pharmacies.

Campaign objectives:
To persuade men, a notoriously reluctant “health care advice” group, to consult direct with pharmacists to assess their suitability for treatment by Flomax Relief, and so provide them with the opportunity to get normality back into their lives, quickly and conveniently via pharmacy purchase.

Media solution:
A combined television, online, OOH national / trade press and mobile advertising campaign directed at men aged 45-64, communicating Flomax Relief as the easy way to “help men take control of their annoying pee problems”.

Results:
Within one month of consumer launch, sales of Flomax Relief are 17% above initial targets.
In addition, amongst retail pharmacists, the Flomax Relief trade campaign has been backed as the “Best current trade-press advertising for an OTC medicine” by IMS Consumer Health - attracting over twice as many votes as GlaxoSmithKline’s NiQuitin brand in 2nd place.
Flomax Relief voted Pharmacy Brand of the Year for 2010 by readers of Pharmacy Business in terms of IMS sales data and readers votes.