|Title||THE UNBRANDED PRESCRIPTION|
|Product / Service||STREPSILS|
|Entrant||McCANN INDIA Mumbai, INDIA|
|Idea Creation||McCANN INDIA Mumbai, INDIA|
|Prasoon Joshi||Mccann Worldgroup||Chief Creative Officer|
|Prateek Bhardwaj||Mccann Worldgroup||National Creative Director|
|Ravinder Siwach||Mccann Worldgroup||Executive Creative Director|
|Mohit Pasricha||McCann Worldgroup||Creative Team Leader - Copy|
|Rajit Gupta||McCann Worldgroup||Creative Director - art|
|Satyam Patel||McCann Worldgroup||Creative Team Leader - Art|
|Uddipta Borah||McCann Worldgroup||Creative Director|
|Soumil Nigam||McCann Worldgroup||Creative Team Leader - Copy|
|Kawaljeet Singh||McCann Worldgroup||Creative Resource- Art|
|Avnendra Singh||McCann Worldgroup||Trainee|
|Dr. Samit Bisen||Mccann Health||AVP Medical Affairs|
|Amir Siddiqui||Mccann Health||Client Services Director|
|Vipin Aswal||Mccann Health||Account Manager|
|Daleep Singh Manhas||Mccann Health||SVP and Country Head|
The Unbranded Prescription was an activation. Through a Doctors Communication Programme we asked Doctors to prescribe Amylmetacresol & Dicholorobenzyl Alcohol - the two medicinal ingredients in every tablet of Strepsils, instead of Strepsils. Through a Pharmacists' Partnership Programme, we made sure that every prescription with this Rx was given Strepsils. When patients asked the Pharmacists if they were given the right medicine, the Pharmacists pointed to the ingredients on the pack of Strepsils. And that's how we made Strepsils, 'Strepsils - a sore throat specialist' again.
Implementation- We conducted an extensive Doctors' Communication Programme and a Pharmacists' Partnership Programme. We made sure that doctors’ prescribed Amylmetacresol and Dichlorobenzyl Alcohol and Pharmacists gave out Strepsils for every such prescription. When patients asked the Pharmacists if they were given the right medicine, the Pharmacists pointed to the ingredients on the pack of Strepsils. Timeline- 1st March to continuing. Placement: Delhi NCR • Scale: We ran an extensive Doctors Communication Programme to communicate with prominent General Physicians and ENT specialists; and through a Pharmacists Partnership programme we partnered with high footfall Pharmacists in Delhi National Capital Region (which comprises Delhi along with satellite cities of Gurgaon, Ghaziabad and NOIDA) to bring this activation alive. The same model will be replicated across all major metros of India – that’s 10 cities with a population size of approx. 80 million overall.
• Business impact – Immediate perception change is what we aimed for and business impact will only be visible in the near future. • Response rate – No response rate data was recorded. We only measured results via number of unbranded prescriptions received. • Impressions – 2500 + unbranded prescriptions received at our partner pharmacists. • Change in behavior – Patients of sore throat saw Strepsils as a medicine. • Consumer awareness – Patients of sore throat are now aware of medicinal credibility of Strepsils.
A ‘re-worded’ prescription (we asked Doctors to prescribe us by the medicinal ingredients - Amylmetacresol & Dicholorobenzyl Alcohol, rather than the brand name Strepsils) from a qualified Doctor that is directly handed out to the patient by the Doctor himself is at the core of this idea.
* Data Gathering: No real data gathering was needed. The programme was put in action during the onset of monsoons - the season that sees most cases of sore throat in India. The programme made of use clusters that have the highest population of doctors and pharmacists - the two always coexisting in neighbourhoods. • Target audience:While the target audience was ‘sore throat patients universe’, the programme involved interactions in the form of conferences as well as one to one interactions with two key stakeholders in our business - the GPs/ENT specialists and the pharmacists. • Approach: Instead of using a standard poster on the pharmacy shop or any other conventional media, we decided to do an activation that made our consumers see Strepsils in a new light, and in a way that they would never undermine Strepsils’ medicinal credibility again.