CASE STUDY: IDS UK Media-Sales Uplift & Strong ROI for Nicorette

Provided by IDS UK Healthcare Communications
Use GP Waiting Room media led to a positive financial impact for Nicorette
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What was the Challenge / Background of the Campaign?

IDS UK provides 'at the point of care' communication channels and media solutions through 5000+ GP waiting rooms nationwide. Smoking cessation brand Nicorette used IDS UK leaflet media to increase brand awareness and drive sales over a 3 month period. Evaluation was needed to identify the OTC impact of IDS UK media activity.

What was the Campaign Objective?

Boost peak smoking cessation period sales and sustain uplift over the following months.

What was the Solution?

Nicorette displayed leaflets within 5000+ GP surgery waiting rooms nationwide. Pharmacies closest to these sites were isolated and a control group created to allow EPOS data comparison.

What were the Results?

The Introduction of the IDS leaflet displays had a positive financial effect and delivered strong ROI. The impact of the leaflet displays was greatest during the peak smoking cessation season, but consistent uplifts were also seen in the longer term. Long term ROI was calculated at £1.00:£4.21 and incremental sales scaled to total coverage (immediate vicinity stores only) equalled £105,133.

What were the Key Learnings of this Campaign?

Use of IDS UK media had a significant sales impact within surrounding pharmacies. The GP waiting room holds a captive audience who experiences an average 20 minute dwell time. IDS UK media utilises this unique opportunity to reach the 31 million patients registered at their sites. OTC campaigns are particularly relevant and timely as pharmacy visits closely follow GP surgery appointments.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details5000+ GP surgeries nationwide; 1.25 million smokers
25 - 34
35 - 44
45 - 54
55 - 64
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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