Mundane consumer healthcare products like toothpaste, sunscreen, and allergy medicines become extraordinary experiences for consumers when innovation is employed throughout the brand’s entire digital footprint. Airbnb and Snapchat are both examples of companies who are using innovative digital strategies to inform the entire consumer experience. At the heart of this is applying the brand strategy to the unique aspects of each channel to build value, develop trust, and ensure a memorable customer experience.
Recently, GSK Consumer Healthcare in the U.S. was chosen as one of Adweek’s 10 Brand Geniuses for 2016 as their digital strategy was acknowledged as driving transformation and acceleration in the digital landscape of today. The Flonase launch into OTC is a strong example of an encompassing omni-channel strategy with a harmonized media campaign spread across many channels, including digital.
The campaign centered on consumer research indicating allergy sufferers were sick of missing out on fun activities when afflicted. From these findings, the “Be greater than your allergies” tagline and theme was born.
GSK drove consumer engagement and brand experience by creating a content initiative with six Instagram photographers with allergies. These influencers would snap photos to document their adventures through hay fields and dandelion patches or hanging around pets. The “24 Hours of Being Greater” initiative invited people to share their photos – and they did; between 5,000 and 6,000 pictures were posted.
Next came a pet-centric effort by celebrity dog “Doug the Pug," encouraging the growing community to share furry friend photos and stories on Instagram with the hashtag #FallofFame. For the next allergy season, Flonase enlisted the Eh Bee Family, of YouTube-fame, to go on an allergy road trip to 10 of the worst cities for allergy sufferers. Flonase generated sales of $100 million in the first 16 weeks after its launch, with Flonase capturing 10 percent of a saturated market just one year after launch.1
It’s no longer good enough to toss resources at the latest digital “shiny object” or hide with your digital head in the sand. Success in digital innovation requires expertise, discipline, and clearly defined objectives with projected results. There must be deliberate integration and significant investments of time, resources, and money. It’s a dynamic landscape with new technologies and evolving capabilities.
If you’re interested in reading more about Paragon’s digital point of view, check out our white paper on Consumer Healthcare: Winning in the Digital Landscape.
1. Digitizing Self-Healthcare with Google, Pfizer, Under Armour, Walgreens and WebMD. (2016, April 14). Retrieved March 03, 2017, from http://www.healthpopuli.com/2016/04/13/digitizing-self-healthcare-google-pfizer-armour-walgreens-webmd/