Vimovo® is a prescription only medicine (POM) used for the relief of symptoms of chronic progressive inflammatory diseases, such as osteoarthritis, rheumatoid arthritis and ankylosing spondylitis. W was asked to develop a brand awareness campaign for Vimovo®, including print and digital deliverables aimed at hospital-based specialists and General Practitioners based in Norway.
Using our knowledge of the specific regulations on the promotion of a POM in Norway, the most popular healthcare journals / websites read by Norwegian Healthcare Professionals (HCPs), and the collecting of further insights from interviewing the Key Account Managers. W developed a brand awareness campaign targeted at the main print and digital channels to maximize the brand’s share of voice in the market.
Once all the channels had been identified, both print and web, a phased timeline for implementing the Vimovo® brand awareness campaign was developed. Since print had the largest audience, W recommended that Grünenthal initially place the Vimovo® ad in the journals with the largest subscription base: Dagens Medisin and Tidsskriftet. Using these advertisements for inspiration, W also created a number of website banners, that were also placed on websites most visited by target HCPs, thereby further increasing the brand’s share of voice in Norway.
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