Product
FOSAMAX is a prescription medicine that helps to prevent osteoporosis.
Challenge
MSD needed to reach people at risk of osteoporosis and get them to talk to their doctor about Fosamax.
Solution
An InWaiting campaign was developed targeting patients in 898 GP doctor waiting rooms, 52 LabTests and 150 Retirement Villages. Over a 4 month period during 2010 these sites will be displaying magazines targeted to this audience with InWaiting advertising.
Each magazine has a front cover ad for Fosamax and a tip-on pad questionnaire. Patients are encouraged to review the questionnaire and, if they are at risk of osteoporosis, take it in to the doctor to discuss treatment options.
Results
Currently in progress.