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This was a huge program with multiple elements that had to be coordinated while moving at the speed of light.

Objective
Maximize market share versus branded proton pump inhibitors (PPIs) before other generic competition arrived on the market.

Elements
• Professional advertising
• Professional detailing
• Physician and pharmacist direct mail
• Physician and pharmacist fax blast
• Television
• Consumer magazines
• Internet
• Public relations

Big Idea
Mc|K acted as general contractor, coordinating partners/specialists in DTC advertising, fulfillment, media and PR. From initial messaging and targeting research, to internet creative, we provided a single point of organization and accountability.

Results
In just six weeks, we developed and implemented a complete integrated professional and DTC promotional program that included TV, print, internet, physician detailing, emails, fax blasts and professional outreach. Within one month, we had a significant impact on NRx and TRx, and exceeded the client’s market share target.

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