Product
Celebrex is a prescribed medicine used to treat arthritis.
Challenge
Almost half a million New Zealanders suffer from arthritis with half of these taking medicines for their condition. Pfizer needed to reach as many arthritis sufferers as possible, but only those who were already on medication.
Solution
Arthritis sufferers regularly visit their doctors for prescription updates and assessment of their condition. Over a 3 month period most arthritis sufferers on medication will need to visit their doctor.
To capture this audience, Pfizer placed a high impact campaign in 952 InWaiting GP and LabTests sites. Over a 10 week period, each waiting room received 6 magazines with front cover Celebrex advertising. The advertising included a tip-on checklist pad which enabled the patient to assess whether Celebrex was relevant for them. Qualified patients were then encouraged to take the checklist in to their doctors and ask them about Celebrex. Call to action was made impactful with large type to cut through to the oftem older-aged audience.
All magazines were displayed in the waiting rooms according to InWaiting conditions for at least 1 month from receipt.