Laxative and Fiber Supplement aisle proves to be perfect placement for Gastrointestinal brand

Dual messaging engages potential patients when they are ready to take action

Summary

One brand in the gastrointestinal category reached its intended audience in the Laxative and Fiber Supplement aisle of the retail pharmacy by appealing to dual audiences. This strategy led to excellent results. The Solutions at the Shelf™ dispenser for this program featured different creative on each side of the riser card/”shouter” device. One side focused on IBS-C (Irritable Bowel Syndrome with Constipation), while the other highlighted CIC (Chronic Idiopathic Constipation).

Objectives

The goal of the program was to drive brand awareness, with messaging that relayed the feelings associated with the condition and the benefits of a prescription. A communication priority was to encourage potential patients to have discussions with their doctors. The take-one booklet featured a short questionnaire, the results of which could help people determine if they might have IBS-C or CIC, and which treatment option may be right for them. The creative imagery on the dispenser was perfectly integrated to match other marketing efforts delivered through TV, print, and digital media.