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Novartis: Prevacid 24HR Online Consumer Trial Panel and Brand Ambassador Program Case Study

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Case study detailing Affinitive's work on Prevacid®24HR Panel, an online consumer trial panel developed around the launch of new OTC heartburn product.

Publié dans : Business, Santé & Médecine
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Novartis: Prevacid 24HR Online Consumer Trial Panel and Brand Ambassador Program Case Study

  1. 1. The Prevacid®24HR Panel<br />Online Consumer Trial Panel<br />and Brand Ambassador Program<br />Case Study<br />
  2. 2. Introduction<br />In preparation for the consumer launch of Prevacid®24HR, a new over-the-counter treatment for frequent heartburn, Novartis Consumer Health sought to cultivate a panel of clinically appropriate, influential frequent heartburn sufferers who would not only be the first to try out and document their experiences through video “diaries” and written product testimonials, but evolve into brand ambassadors that would be integrated into the brand’s other PR, marketing, and consumer insight initiatives.<br />
  3. 3. Challenges<br />Because the program was not only the first of its kind for Novartis, but innovative within theentire pharma industry, there were numerous internal and external challenges to overcome, such as:<br /><ul><li>Navigating the highly regulated pharmaceutical industry and taking an ‘above the bar’ approach to any legal/regulatory/ethical hurdles
  4. 4. Recruiting clinically-qualified panelists with hyper-specific consumer profiles who are not entire motivated by “getting free stuff”
  5. 5. Garnering video testimonials from panelists with relatively low levels of tech savvyness
  6. 6. Activating word of mouth for a product not yet available in stores
  7. 7. Privacy concerns
  8. 8. Adverse Event monitoring and reporting</li></li></ul><li> <br />The Prevacid®24HR Panel<br />The Prevacid®24HR Panel launched in October, 2009. A select group of clinically appropriate, frequent heartburn sufferers were invited to join an exclusive consumer trial panel where they were given the opportunity to be the first to try Prevacid®24HR, document their trial through video “diaries”, and engage with other panelists around topics related to their shared frequent heartburn condition and how it has negatively impacted many aspects of their lifestyles (diet, sleep, hobbies, family).<br />
  9. 9. Recruitment and Screening<br />Rx Heartburn Panelists<br />6 weeks<br />10,000<br />2,000<br />Manual Screening/Approval<br />800 Panelists<br />OTC Heartburn Panelists<br />H2/Antacid Heartburn Panelists<br />Through outreach to bloggers, focus group sites and interest/lifestyle targeting, over 10,000 consumers responded to complete a qualification heartburn survey for an opportunity to be the first to try a soon to be released over-the-counter frequent heartburn treatment.<br />The qualification survey was developed to screen consumers against multiple criteria including heartburn frequency, previous heartburn medication use, lifestyle/potential social influence, and to answer more open-ended, personality-driven questions such as “Why I’ve Had It With Heartburn.”<br />Of these 2,000 qualified panelists, 800 we given the opportunity to participate in the panel.<br />Recruitment<br />Qualified Panelists<br />Qualification Survey<br />Activated Panel w/ Segmentation<br />
  10. 10. Why I’ve “Had It With Heartburn”<br />“My son has special needs. I can't let something like heartburn get in my way when I need to be focused…with his teachers and therapists. My son needs me to be healthy and I want to be healthy for myself.” <br />G.R., Fresno, CA - F / 25 / Zantac/H2 User<br />“I can't keep eating handfuls of Tums or Rolaids every day. It's inconvenient, expensive, and chalky tasting. I need something reliable that I can carry with me and that I know is going to work.” <br />C.L., Dallas, TX - F / 57 / Tums/Antacid User<br />“Heartburn can take over my life. It can darken almost any moment. When my heartburn is at its worst I can hardly function. I feel awful, it burns so bad. You don't feel like doing anything. I end up cooking bland foods for my entire family. I have a hard time just enjoying being with my kids. I have a hard time lying down to sleep.” <br />S.J., Toledo, OH - F / 40 / PeptoBismol/Antacid User<br />
  11. 11. Recruitment and Screening<br />Approved panelists were sent trial Welcome Kits that included a 14-day supply of Prevacid®24HR, instructions for use, educational materials and instructions for participating on the panel website.<br />
  12. 12. Engaging Panelists<br />Over the duration of the two week product trial, panelists would log into the panel and record daily, in-browser “video diaries” to document their product experience.<br />Panelists shared experiences such as the foods and activities they ‘tested’ Prevacid®24HR’s effectiveness against and results they experienced.<br />
  13. 13. Engaging Panelists<br /> <br />In addition to the video diaries, panelists also participated in the Topic of the Week, a weekly conversation about Prevacid®24HR, frequent heartburn, and coping with the condition.<br />The Topic of the Week allowed panelists to discuss their shared condition and learn how people with the same condition coped.<br />
  14. 14. Engaging Panelists<br />Panelists who participated and interacted were entered into random drawings for various rewards as a way of acknowledging their contributions and valuing their time. <br />Twice-weekly newsletters kept panelists up to date on the latest panel activities, rewards, and weekly winners.<br />
  15. 15. Involving Panelists in Marketing<br />Panelist testimonials were featured in print advertorials which ran in publications such as Southern Living Magazine<br />Additionally, Several panelists with particularly inspiring stories were invited to be filmed in a series of Prevacid®24HR webisodes<br />“When I signed up for the trial I had no idea what I was in store for ~ the entire day [filming the commercial] was such a memorable experience . . . I truly hope my story will help future frequent heartburn sufferers and thank you again, from the bottom of my heartburn-free heart, for giving me this opportunity.” <br />Prior to my taking Prevacid24HR, I suffered from nighttime heartburn a few times a month. There are few things more distressing than being exhausted, wanting to sleep and the pain in your stomach keeping you awake. . . Since taking Prevacid24HR, I have experienced no heartburn, including no nighttime heartburn. Thank you Prevacid24HR!<br />
  16. 16. Cultivating Brand Advocacy<br />“I enjoyed reading all of the other questions and suggestions. I had a lot of fun reading the responses. I loved the opportunity to try this product it has changed my life.” <br />Chris A., Cleveland, OH - M / 45 / Tums/Antacid User<br />“I enjoyed having the ability to communicate with others that have similar problems. It is nice to know that I am not alone with this problem. I also learned a few tips on how to help avoid certain things that give me problems. All in all I think the panel was an awesome idea!”<br />D.D., Great Bend, KS - F / 34 / Prilosec/OTC user<br />“I always have known that it is rewarding to be able to influence a product you really believe in and now, I have had my chance! I not only am a true believer of "Prevacid" but I have also been able to convince several Family members and several friends to try Prevacid and they too are now loyal customers. Thank you for the opportunity!”<br />C.B., Sorrento, FL – F / 44 / Prilosec/OTC user<br />
  17. 17. Panelist Summary<br /><ul><li>Total Applicants: 10,500
  18. 18. Total Approved and Activated Panelists: 800
  19. 19. 77% Female, 23% Male
  20. 20. 40% Aged 31-45.
  21. 21. 86% used OTC medications
  22. 22. 22% used competitor’s leading OTC heartburn treatment as primary medication of choice</li></li></ul><li>Positive Perception Increase<br />How has the Prevacid®24HR Panel changed your perception of Prevacid®24HR?<br />“No heartburn, I can eat anything I want, & it feels great! Thank you so much for the opportunity to join this panel & really know what total relief is! I love Prevacid!” <br />
  23. 23. Results<br /><ul><li>Prevacid®24HR #2 branded OTC heartburn treatment
  24. 24. Fastest growing frequent heartburn relief treatment in this category (source: IRI Actual Change in Dollar Sales VYA for 11/15/09-6/20/10)
  25. 25. 4.5 hours spent per panelist on panel website
  26. 26. 1,000+ Topic of the Week contributions
  27. 27. 350+ video diaries and other UGC objects
  28. 28. 250,000+ consumers reached through panelist word-of-mouth
  29. 29. 85% of competitor heartburn treatment users likely to switch to Prevacid®24HR</li></ul>“I always have known that it is rewarding to be able to influence a product you really believe in and now, I have had my chance! I not only am a true believer of "Prevacid" but I have also been able to convince several Family members and several friends to try Prevacid and they too are now loyal customers. Thank you for the opportunity!” –Scott C.<br />Confidential<br />
  30. 30. Thanks!<br />Thank You!<br />www.beaffinitive.com<br />New York (Headquarters):<br />135 West 26th Street<br />8th Floor<br />New York, NY 10001<br />p: (212) 684-9100<br />California:<br />612 Howard Street<br />Suite 100<br />San Francisco, CA 94105<br />p: (415) 278-9700<br />