Strategically
Pharmacy in Marketing
Overload of options that often appear equivalent at first glance represents one of the key challenges in choosing over-the-counter pharmaceutical products. In collaboration with Polymetrio, the distributor of the Aboca brand, we developed a communication strategy aimed at bringing these products closer to the general public. The starting point in our design was Masood's definition of modern marketing approaches in the pharmaceutical industry. Our approach was designed to present the benefits of these natural products to users in an attractive and understandable way, enabling them to make easier and more informed choices.
| Client |
Polymetria
|
| Service |
Digital advertising
Creative and design
Media buying
Social media
Communication strategy
Web pages and apps
Event management
SMART marketing
|
| Team |
Lara Burkat Vončina
Petra Vidrih
Darja Štukelj Rus
Anja Grabar
Žan Mlinarič
Tomo Turk
|
| Year | 2024 |
Everyday Problems of Everyday People
Given the complex composition and functioning of the products, and the fact that the issues they address (e.g., constipation and reflux) are often topics people may not want to discuss, we entrusted communication to creative advertisements. We depicted problems verbally and graphically using a problem-solution approach in a fun and relaxed manner, aiming to normalize all mentioned symptoms. This presents the benefits of these natural products to users in an appealing and understandable way, enabling them to make easier and more informed choices.
Strategic Advertising
The main goal of the campaign was the strategic placement of advertising campaigns for all products so they do not compete with each other, while also ensuring that the advertising of each product is active when the issue it addresses is most relevant. Spring and autumn are the main seasons for most products, so for each one, advertising was scheduled on appropriate channels based on the target audience. Since the advertising took place in Slovenia and Croatia, detailed market analysis and an optimal media plan were necessary to ensure the campaigns complemented each other, especially during the summer in Croatia, when we primarily target tourists.
Results
Advertising was present across all major channels including television, radio, billboards, bus LED screens, online advertising, and social media. The total number of impressions exceeded 1,000,000.
