Flomax Relief Mobile SMS and Website

Media channel: Mobile sms and
website

Brand: Flomax Relief

Campaign timing: Spring 2010

Target audience: Men 45-64

Background:
Targeted at men aged 45-64, Flomax Relief switched from POM to P in April 2010. Providing respite from the symptoms of BPH, it would allow the estimated 1 in 4 men over the age of 45, who suffer from BPH, to get their lives back to normal. Men would have to present to their pharmacist and have a quick consultation to ensure they would benefit from Flomax Relief, before the pharmacist could sell them an initial course of treatment.

Campaign objectives:
The mobile element of the campaign was designed to give potential respondents a discrete way of responding to the atl (television, press and poster) activity. It was recognised that the condition was fairly sensitive and the sufferers may not wish to be seen responding to the messages. Given adequate direction and content, the mobile phone, as a relatively private media device, could provide the perfect platform for further information seekers.

Media solution:
A combined SMS text facility, together with mobile web site, pharmacy locator and email registration facility was created.A dedicated text shortcode was displayed on all atl activity. A series of outbound SMS text messages were returned to initial enquirers together with a hotlink to the mobile website. This website provided 2 pages of further information, plus the pharmacy locator and details of sign up to the “freeflow “ programme and general contact details.

Results:
By the end of May 2010, a total of 720 inbound texts had been received, triggering just under 3,000 outbound texts. These numbers were recorded as opt in for further communication purposes.
The website itself had benefited from 1574 unique visits.