Rx TO OTC shiFTs
Getting a brand from script to shelf is a formidable task involving the seamless collaboration of multiple disciplines including marketing, regulatory, trade, sales and public relations to name a few. To make matters more complicated, no two RX-OTC switches are alike.
KWG customized their business-first, consumer-led approach to marketing strategy in order to lead three distinctly different RX brands to massive OTC launch success:
BEST IS CLASS Rx TO OTC LAUNCHES LED BY KWG HAVE CREATED 60% OF ALL ALLERGY CATEGORY GROWTH SINCE 2010.
Allegra was third to market in a mature and highly competitive category. We had to spend smarter — our media plan captured 30% share of voice over the competition, meeting our target at every step of the way with multichannel 360-degree coverage. On TV and radio, we employed high-rated programming, key allergy times and tailored endorsements from well-known personalities. Online, we flooded the launch period with high-impact campaign tactics like website roadblocks, homepage takeovers and social media activations.
Nasacort had superior efficacy compared to antihistamines, but few consumers knew this. Employing broad-reaching marketing strategies, owning endemic digital environments and deploying tentpole activation in popular events coinciding with the launch (the Academy Awards and Winter Olympics), KWG led consumers through the marketing journey with a digital-first strategy that built brand connectivity and loyalty.
Xyzal’s high-impact launch leveraged custom, cross-platform integrations and unique dayparting strategies on and offline to strategically reach sleep-impacted consumers in critical moments.
THREE BEST-IN-CLASS PLATINUM LAUNCHES:
At switch, Allegra quickly captured the #2 SHARE POSITION — beating Zyrtec in the first week on-air and closing in on Claritin every week after, growing sales and share while both competitors declined.
In what one leading retailer called “A GOLD STANDARD LAUNCH” and “THE BEST-EXECUTED Rx TO OTC SWITCH," KWG helped boost Nasacort to 400% GROWTH in the first weeks. Nasacort exceeded goals and was a strong, defensible brand launch in an emerging category.
Xyzal’s high-impact launch delivered +29MM IMPRESSIONS through custom integrations and generated mass awareness through a high-reaching 24-hour YouTube masthead takeover. The Xyzal masthead achieved the #1 reach in the history of YouTube’s health care vertical, delivering 350MM IMPRESSIONS IN 24 HOURS.