Case Study
Client: Wellcome
PR awareness programme for Zovirax as a treatment source for the treatment of Herpes (Genital Herpes, Herpes Zoster, Cold Sores and Chickenpox) with an emphasis on Zovirax as the preferred treatment for chickenpox.
Since the use of Public Relations in the pharmaceutical industry in Singapore as an effective communications tool was in its infancy in the early nineties, Foreword Communications proposed to the Marketing Division of Wellcome to adopt a more daring and creative approach in communicating the benefits of Zovirax as a preferred source of treatment for chickenpox among young adults and children.
As Chicken Pox was not viewed as a life threatening disease, most Singaporeans who are inflicted with it tend to visit their GP for treatment. Most GPs would also usually recommend that patients allow the disease to take its course with the usual prescription of medicine and rest.
To create a pull factor for the public to request for Zovirax as the preferred treatment for Chickenpox, Consultancy recommended that Wellcome work with:
A reputable healthcare provider (The National Skin Centre) to communicate the various disease states related to the herpes virus and treatment sources. This was done through joint press briefings and launch of a toll-free hotline. The 24-hour toll free Herpes Hotline allowed members of the public to seek advice on the various disease states relating to Herpes and request for reading materials which was sent to them free of charge. To publicise the Herpes Hotline, Consultancy also proposed a series of bus ads on buses plying the major routes in the city and Singapore heartlands.
The South East Asia Herpes Study Group, on educational materials on Herpes and treatment sources. The Study Group’s research and findings was especially helpful in educating the public on issues associated with Chickenpox and other Herpes related afflictions.
The Singapore Dermatological Society (especially with Dr T. Thiru Moorthy, a respected local dermatologist) on awareness programmes which included dermatologists delivering a series of radio talks on Herpes and treatment sources. The radio talks involved audience participation. To enhance brand and product recall, a series of public forums were also jointly organised by Wellcome, the NSC and the Singapore Dermatological Society .
Through the close working relationship with key opinion leaders (KOLs) in the medical fraternity and healthcare industry, the two-year PR programme was highly successful in educating members of the general public and afflicted persons on Zovirax as a preferred treatment source. The programme was largely responsible for increased sales of Zovirax in Singapore.
Since the use of Public Relations in the pharmaceutical industry in Singapore as an effective communications tool was in its infancy in the early nineties, Foreword Communications proposed to the Marketing Division of Wellcome to adopt a more daring and creative approach in communicating the benefits of Zovirax as a preferred source of treatment for chickenpox among young adults and children.
As Chicken Pox was not viewed as a life threatening disease, most Singaporeans who are inflicted with it tend to visit their GP for treatment. Most GPs would also usually recommend that patients allow the disease to take its course with the usual prescription of medicine and rest.
To create a pull factor for the public to request for Zovirax as the preferred treatment for Chickenpox, Consultancy recommended that Wellcome work with:
A reputable healthcare provider (The National Skin Centre) to communicate the various disease states related to the herpes virus and treatment sources. This was done through joint press briefings and launch of a toll-free hotline. The 24-hour toll free Herpes Hotline allowed members of the public to seek advice on the various disease states relating to Herpes and request for reading materials which was sent to them free of charge. To publicise the Herpes Hotline, Consultancy also proposed a series of bus ads on buses plying the major routes in the city and Singapore heartlands.
The South East Asia Herpes Study Group, on educational materials on Herpes and treatment sources. The Study Group’s research and findings was especially helpful in educating the public on issues associated with Chickenpox and other Herpes related afflictions.
The Singapore Dermatological Society (especially with Dr T. Thiru Moorthy, a respected local dermatologist) on awareness programmes which included dermatologists delivering a series of radio talks on Herpes and treatment sources. The radio talks involved audience participation. To enhance brand and product recall, a series of public forums were also jointly organised by Wellcome, the NSC and the Singapore Dermatological Society .
Through the close working relationship with key opinion leaders (KOLs) in the medical fraternity and healthcare industry, the two-year PR programme was highly successful in educating members of the general public and afflicted persons on Zovirax as a preferred treatment source. The programme was largely responsible for increased sales of Zovirax in Singapore.
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