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Challenge:
Eyeq is a pharmaceutical product marketed in Australia to assist children with learning difficulties. Eyeq is one of the only scientifically validated Fish Oil supplements with proven benefits based on independent clinical studies. Eyeq claimed its EPA / DHA ratio was the key. Public perception is that all fish oils are the same. We needed to educate both the pharmacy and health food assistants that speak directly to consumers about the difference in the Fish oil product Eyeq
Solution:
By researching and understanding firstly the product difference in the market, and the sales process, we were able to identify who we needed to speak to
within the health industry. We discovered that the assistants selling to the public where unaware of the product differences of similar fish oil products.
We created materials to educate and use as a sales tool to for these assistants for information to the consumer.
We also discovered that the consumer was looking for a product that could help their child have a better opportunity in life and to overcome difficulties in learning and attention span / mood swings. They wanted a product that could get their children off dangerous medication, or at least compliment their current doctors medication.
We changed the marketing message of the eyeq higher EPA : DHA ratio,
to “a greater life”
The campaign rolled out with materials for the pharmacies and consumers. The product ranked 8th in the market place prior to new campaign. It is now ranked 3rd.
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