The Campaign

GSK's challenge in Vietnam? Their brands were competing against generic medicines being recommended to consumers by doctors. GSK were faced with pharmacists incentivized to endorse competing brands. Vietnamese consumers also had no confidence in their own medical decisions. We inspired GSK to consider a long-term strategy to differentiate from generic medicines and enhance the public confidences to self-medicate, by asking “how about making real doctor-patient dialogues accessible to a wider audience?” We crafted a content solution combining information and education through entertainment: 'Dr.You'. Branded Entertainment in Vietnam is a minefield of regulations; TV restrictions from the large national channels limit everything from the number of logos visible on screen, the naming rights of shows, and the message that the proposed show will promote. All TV ideas must conform to censorship ideas on morals and fit with societal norms. Any pharmaceutical advertising or health related comms must get approval by Ministry of Health. DTC pharma marketing is heavily regulated. Dr.You does not flout any DTC marketing clauses, it motivates consumers to seek information, empowering them to hold informed dialogues with their doctors. When doctors in the show use GSK products over generics, we merely showcase the trust medical practitioners place in our brand.

Results

The challenge: to differentiate GSK from generic options and competing brands, and empower consumers with the confidence in their pharmaceutical choices. Our mission was to create a Branded ‘Medutainment’ Show; an emotional, content-driven talk show, based on true-life accounts, that airs real medical conditions in a dramatic and relatable way, addressed by real medical experts, aligned with GSK brand values. The sufferers' backstory is emphasized throughout. The result? A 52-episode broadcast TV series, 'Dr.You'. A TV series/content solution in which each episode is a 15-minute talk show, broadcast 3 times a week, on two major Vietnamese broadcast networks for a year. The episodes are raw, relatable, emotional, and shed light on a real person’s medical condition; documenting how they cope and how they cannot live their best life due to their illness. The beauty of the strategy and execution is that viewers see the person behind the illness. Their struggle and how it can be remedied forever. First, we chose a big-time Vietnamese celebrity mum, Kim Chi, as host. We filmed the show as if it were based in her home to establish an immediate connection and intimacy with the audience. On set, she discusses a featured medical condition with a personable and qualified Doctor, handpicked from respected medical institutions throughout Ho Chi Minh City. We flesh out the backstory, taking the audience through an emotional roller-coaster of their journey in coping to live life to the fullest. In turn, the doctor offers tips, remedies, and specific GSK medicines. All branding was strategically worked-in the on-screen content in a natural, organic way. To wrap up, the show encourages dial-ins/quizzes that reinforces the brand’s key messages and encouraged full consumer interaction. 'Dr.You' inspires a nation, empowering the Vietnamese audience with wellness and medical knowledge, and at the same time positioning GSK as a change-agent in the pharmaceutical world.

Our consumer insights hinted that Vietnam was ready for 'medutainment' focusing on a sufferers’ backstory and on how the illness has affected their lives, friends’ lives and families’ lives. We drew viewers in by using emotional hooks and dramatic, authentic backstories. 'Dr.You' attracts an audience by following the relatable sufferers journey as they combat their condition. Viewers are attracted via TV promos, trailers, bumpers and nationwide PR initiatives. This is a 360 content solution with the rest of the elements still in execution. Two major Vietnamese broadcast networks picked up the show and in 4 days and VTV started airing repeats.

'Dr.You' is one of Vietnam’s most successful branded 'edutainment' primetime shows of all time. It is a celebrated TV series that continues to empower Vietnam with medical knowledge. 'Dr.You' is a full 360 content solution with the rest of the elements still in execution. Two major Vietnamese networks picked up the show – VTV and Today TV, hitting a rating of 1.1 - more than double the previous KPI. VTV repeated the show 4 days after its initial broadcast, resulting in 'Dr.You' currently airing three times a week in Vietnam for the next year, averaging 0.7 per airing. VTV9 even aired a completely separate TV-program about the show. 'Dr.You' enjoys a steadfast performance. In HCMC, the show has a 1.9 market-share. Viewers love it, rating it close to 4.0 on a scale of 1-5 (negative to positive) in bespoke research. In focus groups, the target audience say that 'Dr.You' has "informed and inspired” them, “empowered (them) with health knowledge”, and equipped them with the “ability to think for themselves”. Brand Integration numbers have doubled; the KPI with the average added benefit standing at 215%, with the GSK client dubbing Dr.You as “innovative”, the “first of its kind” and “the future”.