zomig imc campaign
DESCRIPTION
pharmaceutical product IMC marketing campaignTRANSCRIPT
Zomig Dr. Zee… Headache Expert
SITUATION ANALYSIS
Egyptian market & Goals
Situation Analysis
• Poor market awareness about migraine
Objective Goal
• Weird Symptoms of migraine (One can’t tell
easily when he suffers from Migraine )
• Limited market size
• New product name in pharmaceutical field with
hard name to connect with its used usage
• Awareness campaign
• Using Funny cartoon animations to deliver the
message
• Radio ads. and press campaigns stressing
migraine symptoms
• An easy and funny character to promote Zomig
Concept : being unique !
We need :
1. Easy Name
2. Catchy concept
3. Comprehensive message focusing on migraine symptoms and Zomig benefits
4. ATL campaign aiming to help doctors and patients memorize the product’s name and recall it
when the symptoms of Migraine appear
Story Character Attractive
message
Customer
friendly name
CONCEPT
Creativity is a must
Dr.ZEE
Dr.Zonga
Dr.Zong
Dr.Song
Dr.Zou
Dr.Zemo
Dr.Zoga
Dr.Zomga
Character
IMC
FM Program
Pharmacy Materials
Press
Online
IMC – RADIO CAMPAIGN
Mass awareness
Radio Campaign – Option 1
Program Name:
كالم دكاترة
صحتك بالدنيا
ساعة لصحتك
ساعة دكاترة
Program theme
13 episodes
13 doctor KOLs A&B classes
giving medical advices.
Discussion topics
• Types of headache
• Migraine symptoms
• Difference between headache and Migraine
• General medical advices
• A healthy lifestyle
• Reassuring consumers and discussing
Zomig’s side effects
• Who should take Zomig and who can’t.
Duration
3 months starting from Feb.“13
episodes”
+ 150 free spots 2-3 spots\day
Program
Spots
Radio Campaign – Option 2
Doctors giving advices
The spots will provide knowledge about the symptoms of migraine.
Teasing
5 days before the launch of our
campaign
15 sec. spots
Spots Topics
• Types of headache
• Discussion about migraine symptoms
• Different between headache and migraine
• Medical advices
• Life style to protect you from migraine
• Discuss its side effects
• Who Should take Zomig and who can’t.
Duration
3 months
Approx. 3 to 5 spots\day
30 sec. spots
IMC – PHARMACY CAMPAIGN
Drug Market Controller
Pharmacy
Anyone suffering from any type of headache will go 1st to pharmacy seeking treatment and asking
about pain killers.
Pharmacists awareness about Anti-Migraine products during training sessions or meetings.
Dr. Zee Stand
Catchy and directive
Stand holding flyers and pack
design.
Two sizes could be used:
•Mega size
•Medium size.
Booklet
It’s an educational booklet
• A booklet telling the story of
Dr.Zee and a migraine patient
through animations.
•Awareness about the difference
between migraine and headache
symptoms.
•Usages and advantages of
Zomig.
Pharmacist Education Program
Direct education focusing on the
product
1. Pharmacists meeting
2. Giveaways
3. Video
Dr. Zee Stand
Strand Design
Booklet & Character
Booklet
It’s an educational booklet
• A booklet telling the story of
Dr.Zee and a migraine patient
through animations.
•Awareness about the difference
between migraine and
headache symptoms.
•Usages and advantages of
Zomig.
IMC – PRESS
Dr.ZEE’s story
PRESS
• Targeting the largest audience possible.
• Wide circulation of magazines.
Magazine Audience Ad. size
Nos aldonia Targeting A,B & C classes
Females (21-50 years old) 62% 1/2 page
Kol w Oshkor Females (28-50 years old) 70% 1/3 page
Pharma Today Widely distributed in pharmacies 1 page
Egypt Today Business A class 1/2 page
Seha Targeting A&B classes 1 page
