What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Ordering system grows pharmaceutical brand awareness
Over the past two years, Primedia Unlimited subsidiary X/procureSoftware has substantially increased the profile of Reckitt Benckiser through its ordering system which allows advertisers to reach pharmacists in a guaranteed clutter-free environment The multifaceted advertising campaign comprises banners, screen savers, linked 'Intervention' ads (comparative advertising pop-ups), and announcement screens.
Sone Jordaan, Reckitt Benckiser's national sales manager, says, "X/procure has grown our visibility and awareness in the pharmacy and due to "no-marketing to consumers" legislation constraints on the S2 products, it was a powerful tool to advertise to the pharmacists. The team from X/procure have shown commitment to our brands and take any decline in unit sales personally, resulting in innovative ideas to regain any losses. They have become an extension of our sales and marketing force."
The medicine pricing regulation inconsistency, backed by the availability of a huge R250-million annual media spend in the pharmaceutical category, has created an escalating demand for alternative advertising media to overcome the resulting advertising inertia.
Extensive reporting capabilities
Reckitt Benckiser contracted X/procure to increase the prominence of its brands at pharmacy level, and at the same time, access and utilise X/procure's extensive reporting capabilities as a method of gaining an accurate measurement of the success of their brands at pharmacy level. This aligns with X/procure's long-term objective to form partnerships with pharmaceutical companies.
Deon Lewis, MD of X/procure says, "We are delighted to work alongside Reckitt Benckiser aiding their marketing drive at pharmacy level. We are committed to ensuring they gain maximum value for their investment.
"Importantly, this long-term deal with Reckitt helps eradicate the perception that our system is more suited to the advertising of high scripted generics. The increasing responsibility placed on the pharmacist to help the consumer with their medicine selection has increased the value of advertising on our system. X/procure provides the advertiser with opportunity to familiarise brands with pharmacists, ensuring they not only continually order a specific brand, but recommend it to their customers as well!"
Brands that have benefited from the extended campaign included Gaviscon, Disprin Plus, Disprin Extra, Disprin On the Go, Senokot, Fybogel, Disprin CV, Strepsils, Nurofen Range and the E45 Skin Range.
