THE UNBRANDED PRESCRIPTION

TitleTHE UNBRANDED PRESCRIPTION
BrandRECKITT BENCKISER
Product / ServiceSTREPSILS
CategoryA01. OTC Medicines
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

Credits

Name Company Position
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 Campaign

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.

Creative Execution

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 : We were losing market share to competition that had stronger cough/sore throat cues in the brand name than Strepsils. Coffsils is one such product that had started making a significant dent in our market share. • Target audience : Public at large. • Approach: Instead of using a standard poster on the pharmacy shop or any other conventional media, we decided to do a direct message through Doctor’s leading to a changed perception about our brand in the form of a prescription. • Call to action: A prescription from a Doctor is perhaps the greatest call to action for a brand. And that’s what we generated. Which led us to achieving our eventual objective – that of people seeing Strepsils as a medicine again.