DHG PHARMA – FROM PUSH TO PULL STRATEGY

Project Description

Partnership in both Marketing Consultant and Media Strategic Planning

Key issue: DHG used to led by PUSH marketing, the spend focused on PR, direct marketing leading to low brand awareness and low sell out in key cities of OTC brands

Our recommendation: RESEARCH TO IDENTIFY THE NEW STRATEGY

• A research finding shown the communication should turn into consumer driven, rather than doctor focused.
• The PULL strategy proposed that uplift brand awareness and sale.
• Holistic strategic media approach covering widely both primary cities and secondary markets with reasonable media spending.

The result:

• Strong growth in brand lifts – awareness and sale coverage.