Alcon Laboratories renews contract with X/Procure
Alcon Laboratories has renewed its advertising contract with Primedia Unlimited's X/procure. The pharmaceutical manufacturer in its latest communication seeks to promote its itchy and watery eye fighter Patanol. The campaign will run for a period of four months, coinciding with the approaching change of seasons.
“As this particular product is seasonal, it's very important to get the message across to pharmacists timeously, so that they have enough time to purchase it via our electronic procurement software, get it on shelf and sell it before the season changes,” explains X/procure's MD, Deon Lewis.
Running from August to November this year, Alcon's product has signed X/procure's Intervention ad which appears on the pharmacist's PC screen when enquiring about any competitive products with the same active ingredients. The ad runs throughout the procurement specialists system, available in 1,500 pharmacies nationwide.
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