PHAREX 20 YEARS

TitlePHAREX 20 YEARS
BrandPHAREX HEALTHCORP
Product / ServiceGENERIC MEDICINES
EntrantOMD PHILIPPINES Makati City, THE PHILIPPINES
Entrant Company:OMD PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency:OMD PHILIPPINES Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Carla Cifra Omd Client Service Manager
Alex Pang Omd Strategic Planning Director
Pearl Sultan Omd Investment Manager

The Campaign

The rising cost of medicine has rendered quality healthcare almost inaccessible for most Filipinos. Pharex, a wholly-owned subsidiary of Pascual Laboratories, has been committed to improving the lives of millions of Filipinos, by providing quality and affordable medicines. Among the first to pioneer in the generic drugs market, their biggest hurdle was the mounting ill-perceptions about the quality and efficacy of generic drugs. Pharex posed the challenge to propagate ‘quality’ generics and to build Pharex’s credibility as a company that provides value healthcare. The big media idea was coined as ‘Media Ambassadorships’, presented as a mission, offering a deeper sense of purpose to rally media partners to support the cause of providing greater access to better healthcare and better lives for Filipinos. Alliances were formed with major media networks to disseminate the good news and bring to the fore the role of Pharex in making this a reality.

Success of the Campaign

Top-of-mind awareness for Pharex grew by 240%! Ads were seen to be both memorable and believable. Acceptance level was an all-time-high, with 8 out of 10 medicine purchase in the past 12 months attributed to generics, with Pharex grabbing a dominant share. Other encouraging consumer responses that yielded positive business results were as follows: • Parity over leading brands • Safe, effective, affordable, good value for money • Strong trade availability • Offered by a credible pharma company Overall, with only 13M investment, Pharex enjoyed 27M worth of exposure, a staggering ROI delivery of 1:2!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Tapped as Media and Generic Drugs Ambassadors, partners recognized Pharex’s contributions to value healthcare and heralded their own advocacies in uplifting the lives of the Filipinos. These ranged from TV to radio to print executions all delivering celebratory lines for Pharex’s successes and gains brought by pioneering low-priced quality medicines. This eventually led to a grand convention that brought together all their partners for 20 years, and small-pocket events that reached out to more down-and-out consumers. Strategy to have co-branding via spiels, creative plugs and mastheads ownership, forged very strong partnerships with leading networks and publications. The approach also translated to the success of their various on-ground events, one of which is Pharex Kalusugan Karavan mission in Dagupan in cooperation with GMA Kapuso Foundation that showcased over 30 doctors with different specializations from different health organizations volunteering free services to the Dagupenos.