Category: Retention
Advertiser: PFIZER JAPAN
Product/Service: PHARMACEUTICAL BUSINESS
Agency: 777INTERACTIVE
Creative Director: Junya Masuda (777interactive)
Planner: Junya Masuda (777interactive)
Copy Writer: Junya Masuda (777interactive)
Art Director: Kazushige Takebayashi (Thinka)
Designer: Kazushige Takebayashi (Thinka)
Illustrator: Kazushige Takebayashi (Thinka)
Producer: Junya Masuda (777interactive)
Account Supervisor: Tadashi Suzuki (Hakuhodo Medical)
Account Supervisor: Hiroshi Ichiki (Hakuhodo Medical)
Media placement: Retail - Pharmacy - 1 December 2011
Describe the brief/objective of the direct campaign.
Re-design ‘Okusuri Techo’ so that patients will WANT to hold on to them. Building a strong bond between patients and pharmacists across the nation by developing tools that support patients.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Japanese healthcare industry provides patients with ‘Okusuri Techo’, an important and familiar tool used to better understand their current conditions. ‘Okusuri Techo’ is a pocket sized record of medicine the patient has been provided with in the past. Unfortunately, many patients throw away their important medical history, since the ‘Okusuri Techo’ is unattractive and boring.
Explain why the creative execution was relevant to the product or service.
The important thing here is that the patient currently using ‘Okusuri Techo’ cannot be ignored. Their important medical history must not be forgotten. Re-designing the current ‘Okusuri Techo’ is our important mission.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Backed by many pharmacists across the nation, 20,000 drug stores currently use the Okusuri Techo. Many patients across the nation have come to love the new Okusuri Techo. We have successfully provided a link connecting patients and pharmacists.