From Rx to OTC: Educating Pharmacists
In 2022, the manufacturer of LOMEXIN launched an over-the-counter version of the drug and sought our strategic assistance. Our initial step was to target pharmacists. Discover the activities we prepared and the results we achieved.
Client
Herbacos Recordati
Target Group
Pharmacists
Project Type
Education
Challenge
"Product launches demand well-crafted strategies. In collaboration with the client, we decided to educate pharmacists in the Czech Republic and Slovakia before launching a standard campaign for the general public. Simply creating and distributing printed materials seemed inadequate. We knew we needed something more innovative, effective, and valuable beyond just highlighting the drug's benefits.
LOMEXIN 600 mg treats vaginal yeast infections. With this clear theme, our task was to develop specific activities and channels." – Patrik Bilanin, Chief Impact Officer
Solution
To achieve our goals, we created a course. We began with market research to gather information on topics, pharmacists' digital behavior, and key opinion leaders. We then implemented the course using our own Evideno portal, designed to educate professionals in a modern way.
The course comprised educational videos organized into distinct chapters, accessible to users at their convenience. Pharmacists learned about the medical aspects of the condition, received soft skills tips for proper dispensing, and could read articles or listen to podcasts. We promoted the medicine by highlighting its active ingredient and benefits. Upon completing all chapters, participants could take an accredited AD test.
The subpage also served as a resource hub for field representatives, providing them with useful materials.
Result
Within 5 months, 844 pharmacists from the Czech Republic and Slovakia registered on the portal.
37% of participants completed the entire course (5 chapters) and the corresponding AD test.
"This project reaffirmed the value of having our own digital products. We didn't need to create a new platform to host the content, which saved considerable time. Our pharmacists excelled in reaching out to colleagues. Consequently, 312 people completed the entire course, learning about the benefits of the active ingredient fenticonazole. The platform continues to deliver long-term results as other portal users access the content even after the campaign's conclusion."
– Patrik Bilanin, Chief Impact Officer
