The media and marketing challenge for Roche-Tamiflu was to run local market television ads in synch with the fluctuating flu status of the market, which could change every week. The flu status was the best indicator of the demand for Tamiflu, a prescription flu remedy. Although historical flu status data was a great indicator, it did not guarantee that the market would experience the same degree of flu infiltration each year.
Planners monitored the Flu Tracker, a nationally syndicated research resource, to identify markets with “epidemic” status. Spot TV buys were adjusted weekly to synch with the current flu status of each market.
This customized approach dramatically increased patient requests to doctors for
Tamiflu. Many areas sold out of product as a result from this aggressive local market scheduling strategy.
– Consumers do not think of flu remedies until they get sick
• Most will make a self diagnosis
• Most will miss the window of effectiveness for getting relief from Tamiflu
– Overlay national direct-to-consumer program with local right time/right message
– On-going monitoring of flu incidence in local markets
• Immediate heavy-up support in markets with epidemic status
• Stand-by support as markets elevate from moderate-to-epidemic status
– Significant increase in patient requests to their doctor for Tamiflu
– Sell-out status at pharmacies throughout the country