Hitmetrix - User behavior analytics & recording

Novartis $200 million integrated campaign promotes heartburn drug

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.

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