What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Exposure direct to the source
Bio-Oil recently teamed up with Primedia Unlimited subsidiary, X/procure, to launch an online competition direct to the pharmaceutical industry, using X/procure's electronic ordering software.
Through the use of this targeted competition, Bio-Oil manufacturer, Union-Swiss hopes to encourage two-way communication with the professionals and further leverage its POS competitions.
"X/procure offers a very convenient and effective medium to directly communicate with the pharmacists, whilst also providing the quantitative feedback required to accurately measure the success of your campaign. It's a great opportunity to leverage existing marketing initiatives using an online format," says Paul Dimaio from Union-Swiss.
The two-month campaign also aims to create synergy with Bio-Oil's television advertising by alerting pharmacists with announcement screens and screen savers to prepare for the increased demand and stock up. This measure hopes to avoid the 'out of stock' scenario which may find consumer's purchasing competitor products.
