Case Propecia
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QUESTION 1
What type of advertising should be done after the launch of Tom Casola, and when? The same or change over time?
Since the potential consumer has already experienced in the past against other methods with little success, or Alopecia be disappointed, it is easily conceivable that shows a skeptical attitude toward a new product. To inspire a new hope about the possibility of alleviating the problem, without offering false hope, then we propose two strategies in sequence form of advertising storybord *, in order to establish the potential consumer a direct link between the two spots:
1) At the time of the act by launching a campaign type Reminder Ads. focused on the brand, to build confidence and raise the reliability of a brand already known that the market has always stood for quality (rather than the quantity) of pharmaceutical solutions designed for specific diseases of varying severity.
(At the same time we introduce Web positive feedback and rave reviews in forums, blogs, etc., in order to encourage word of mouth)
2) Strong support for the reliability of the data from the first campaign, after one month of the act by launching a campaign of type Product Claim Ads. focused on new product Propecia showing a real chance to solve / mitigate the problem of data with evidence of alopecia (83% keeps hair grows 66%) in the audio and visual, written and contraindications are listed.
The ad should also encourage consumers to consult your dermatologist / doctor for a prescription.
* Same graphics, same background music, same voice audio, etc..
QUESTION 2
Potential customers, competitors from the point of view of consumers and lesson learned from Rogaine
Potential customers at least half the male population between 18 and 41 years of mostly white, who have developed or may develop the problem (see importance of keeping hair).
Competitors: The main competitor is Rogaine, the only one currently on the market offers a resolution pharmaceutical.
From a consumer perspective, however, the alopecia are many methods: surgical, mechanical solutions and lotions / shampoos. For this reason it is important not only enhance the effectiveness of Propecia demonstrated than Rogaine, but also less invasive than surgery of Propecia, the greater ease of administration and the difference in cost, as compared to the comfort and the mechanical solution effectiveness of a pharmaceutical product than a simple topical lotion.
Lesson learned from Rogain: Do not create false hopes that can not be maintained, so disappointing consumers. Promote realistic expectations (ie = 83% related to data maintained).
QUESTION 3
What a message to potential customers? How does it affect new customers? How to keep them?
Post customers: a product effective against alopecia exists = Revolution
How to influence new customers by focusing on the reliability of a brand that has very positive and realistic data = 8 out of 10 men maintain the hair and it is important to act now to prevent the problem.
How to maintain: it does not provide any false expectations, but to ensure concrete results that we know we can maintain the new customer who has tried the product can easily be loyal.
You could then also think of introducing the third time commercials showing how taking the capsule