Results and Effectiveness

Ownership of these local health facilities increased brand trust and credibility, as evidenced by improved doctor-trusted image scores Since project completion, 114,931 people in 5 priority areas in Visayas and Mindanao benefited from refurbished healthcare/day-care centres. It left lasting, meaningful form of pain relief to communities touched. Specifically in Cagayan de Oro, the day-care centre was devastated by the strong typhoon that hit it prior to the scheduled refurbishing. Biogesic extended its commitment from simple renovation to fully rebuilding the structure. Biogesic’s branded healthcare/day-care centres became living testaments of its commitment of pain relief and a true badge of leadership.

Creative Execution

A first in the category, we designed an advocacy drive aimed at improving local healthcare facilities and strengthening Biogesic’s affinity to the local community. The provincial communities tapped were aligned with the business priority areas of the brand. The execution was 2-pronged: first it's a CSR program wherein the local community can benefit from the refurbished healthcare/day-care centre in their respective baranggays and the donation of branded medicines and other basic needs. Second, it provided Biogesic a long-lasting exposure, within the relevant context of healthcare, to its consumers. This was achieved through the use of brand colors and elements in the refurbished structures and the Biogesic logo in newly installed signage of the facilities.

Insights, Strategy and the Idea

As the market leader in the adult analgesics category, Biogesic had to constantly be a step ahead of its competition. However, Biogesic has had little innovation in its product and marketing in the last few years and was now facing growing competition from generic medicines in the provincial areas. In order to drive innovation and defend its provincial leadership status, Biogesic needed to refresh the communication of its product’s functional benefit. Thus, the brand went beyond communicating about the idea of pain relief by elevating the brand story to a more tangible benefit for the markets. Biogesic’s drive was to leave behind something useful and relevant for the local communities. From our knowledge of the healthcare needs of our target markets, we saw an opportunity in owning healthcare/day-care centres, which are the trusted venues of local communities for their healthcare needs.