CASE STUDY — HEALTHCARE
+54%
Shifting belief about counterfeit medicine by 54%
Shifting belief about counterfeit medicine by 54%
Nobody searches for counterfeit medicine. They search for medicine, and the counterfeit is what they end up buying. We intercepted the real journey instead of the imagined one, and taught people what to look for.
- Industry
- Healthcare
- Business size
- Enterprise
- Marketing type
- Brand
- Capability
- Strategy & positioning · Media · Creative/Content
Challenge
A pharmaceutical company needed to get creative about how it talked to consumers. UK regulation forbids pharmaceutical companies from marketing direct to the public, so education is the only door open to them — no direct response, no sales message.
Meanwhile online purchases of counterfeit medicine were rising. Bad for the business, and genuinely dangerous for the people buying it.
The brand had been targeting people searching for “counterfeit medicine”. Nobody searches for that. It happens on the way to buying the real thing.
Solution
With a creative agency, we wrote a go-to-market communications strategy built to reach the right people, teach them about counterfeit medicine, and say it in a way they would still remember later.
We intercepted the searches people were actually making, made a short and deliberately hard-hitting film about what counterfeit medicine does, and built a site that showed people how to spot it.
Perception moved 54%, measured after the campaign rather than assumed from it.
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