Client: HRA Pharma ellaOne morning after emergency contraception
Task: ensure Pharmacists and Pharmacy assistants are fully cogniscent of the superior performance of ellaOne in the emergency contraceptive category when consulting with patients.
Campaign context: ellaOne was launched OTC in 2016. The alternative brand, Levonelle, had enjoyed a long period of non-competitive dominance in the OTC sector, and was more familiar to Pharmacists, who patients had to consult with before purchase.
Challenge: it was established by the MHRA and NICE, that ellaOne was superior to Levonelle in terms of preventing unwanted pregnancies. It was essential to remind pharmacists of this fact, as the last point of contact with patients pre-sale. The financial and social implications of unwanted pregnancies for the patients is paramount when it comes to medication efficacy. Pharmacists should not allow moral or financial pre-judgements to influence brand recommendations to patients when they present.
Solution: to run multi-channel activity targeting pharmacists and pharmacy assistants to highlight the message around superior efficacy of ellaOne, and to invite them to keep up to date on training and knowledge of the emergency contraception category via a combination of specialist print, digital activity via high impact pop ups on target relevant sites, outbound email to opt in databases and social media presence via Linkedin.