Integrated OOH and Digital Advertising Strategy for an Rx-to-OTC Switch Product

VectoRx was retained by a consumer healthcare agency to direct strategy for its consumer healthcare client's acquisition of an Rx brand approved by regulators for switch from Rx to OTC.

A leading consumer wellness company acquired a recently-transitioned from Rx-to-OTC combined antihistamine and corticosteroid nasal spray, for dual-action relief for allergic rhinitis. The goal was to educate consumers about the product’s availability and benefits while differentiating it in a competitive allergy treatment market. This Rx-to-OTC switch aimed to broaden access to effective allergy relief and position the drug as the go-to solution for comprehensive symptom management.

Challenge

1. Consumer Awareness Gap:
   • Despite its effectiveness, many consumers associated the client's product with a prescription-only status, creating a need for awareness about its new OTC availability.
2. Competitive Marketplace:
   • The allergy relief category is saturated with established OTC brands, requiring a clear, compelling differentiation strategy.
3. Localized Campaigns:
   • The campaign needed to address regional preferences and regulatory requirements in Germany, one of Europe’s largest healthcare markets.
4. Cross-Channel Integration:
   • Seamless alignment between digital and Out-of-Home (OOH) advertising was essential to ensure consistent messaging and maximize reach.

Solution

1. Strategic Positioning

• Positioned Dymista as the “dual-action allergy relief you can trust”, emphasizing its unique combination of an antihistamine and a corticosteroid for comprehensive, fast-acting symptom control.
• Highlighted its clinical heritage to reinforce trust and reliability while targeting a consumer audience through accessible, benefits-driven messaging.

2. Out-of-Home (OOH) Advertising

• High-Traffic Placements:
  • Ads were placed in key urban centers, transit hubs, and retail locations to maximize visibility among allergy sufferers.
• Dynamic Digital OOH (DOOH):
  • Leveraged Germany’s advanced DOOH network to display contextually relevant messages during high-pollen seasons and in locations with elevated allergen levels.
• Pharmacy Point-of-Sale Displays:
  • Created prominent in-store displays to inform consumers of the product's OTC availability and encourage impulse purchases.

3. Digital Campaign Integration

• Social Media Campaigns:
  • Engaged consumers through Facebook and Instagram with visually compelling content and educational videos explaining product benefits and usage.
• Search Engine Marketing (SEM):
  • Targeted keywords related to allergy relief and OTC products to capture intent-driven consumers actively searching for solutions.
• Website Content and Landing Pages:
  • Developed a dedicated landing page featuring product information, testimonials, and a pharmacy locator tool to guide consumers to purchase points.

4. Data-Driven Insights and Optimization

• Integrated advanced analytics to track consumer interactions across OOH and digital channels.
• Monitored campaign performance in real-time, refining targeting and messaging based on engagement metrics like click-through rates (CTR) and QR code scans from OOH placements.

Results

1. Rapid Consumer Awareness

• Achieved a 40% increase in brand recognition within six months of the campaign launch.
• Raised awareness among allergy sufferers, with a significant uptick in search queries for the named product as an OTC solution.

2. Sales Growth

• Asset OTC sales exceeded initial projections by 25%, with strong demand driven by effective consumer education and cross-channel visibility.

3. Cross-Channel Synergy

• Locations with combined OOH and digital campaign presence demonstrated a 30% higher engagement rate, showcasing the effectiveness of integrated messaging.

4. Market Differentiation

• Positioned the product as the leading dual-action OTC nasal spray, effectively differentiating it from single-action competitors.

Key Takeaways

1. Integrated Strategy:
   • The seamless connection between OOH and digital campaigns maximized reach and reinforced consumer trust in the product’s efficacy.
2. Localized Approach:
   • Tailored messaging and targeted placements ensured relevance in the German market, enhancing campaign impact.
3. Educational Emphasis:
   • Informative content bridged the gap between the asset's prescription heritage and its OTC accessibility, empowering consumers to make informed decisions.

Conclusion

The Rx-to-OTC switch demonstrated the power of integrated marketing strategies to drive awareness, educate consumers, and achieve commercial success in a competitive OTC market. By leveraging its dual-action formula and trusted clinical heritage, the product was effectively positioned as a top choice for allergy relief in Germany, setting a benchmark for future Rx-to-OTC transitions across Europe.