Novartis $200 million integrated campaign promotes heartburn drug

Share this content:

Pharmaceutical company Novartis launched a $200 million integrated ad campaign, which includes a number of digital elements, on November 12 for over-the-counter heartburn drug Prevacid 24HR.

The effort's digital elements include online ads that drive consumers to the prevacid24hr.com Web site on targeted portals like WebMD, as well as Yahoo and other lifestyle destinations. On the site, users are prompted to sign up for the Prevacid 24HR Action Program to receive a $2 off coupon for the drug. After joining the program, users receive customized e-mail newsletters, coupons and other money saving offers, as well as members-only tools and information.

“The action program will help increase loyalty among participants,” said Julie Masow, director of communications for Novartis Consumer Health. “We've designed our campaign to maximize site visits and sign-ups.”

The action program runs for 14 days, concurrently with the two-week-long recommended course of treatment with the drug. Once that period ends, users have the option to continue receiving periodic updates and offers from Prevacid, Masow said. The treatment can be repeated every four months or as directed by a physician.

On the site, users can also find information on heartburn relief and watch videos to get advice from the “heartburn coaches” — lifestyle expert Kelley Moore and gastroenterologist Dr. Brian Fennerty.

Prevacid is tracking unique visitors to the site. Masow did not specify a target demographic, but said the company is running print ads in People, Reader's Digest, O, the Oprah Magazine, and Cooking Light.

Masow said the campaign also has TV, print, out-of-home, PR and consumer promotions elements.

Deutsch is the advertising AOR for the brand and is handling TV and print ad components of the campaign. Tribal DDB is its digital AOR and is responsible for the online components.

When contacted for comment, Deutsch referred DMNews to the client. Tribal DDB did not return calls.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above