We applied our Shopper Journey Planning tool to the challenge, and first identified the mindsets of Stérimar’s shoppers. The dominant mindset in the category was identified as “secure”, with personal care purchasing deeply motivated by reliability and an aversion to risk. Knowledgeable mindsets are also common; a desire from shoppers to understand more about what they’re buying.
We had to de-risk Stérimar, and convince secure mindset shoppers of its effectiveness over traditional nasal medicines considered a “safe” choice.
And there’s no better reassurance than that of your doctor or pharmacist.
So with this in mind, we targeted potential ‘recommenders’ via direct mail to educate them on the benefits of Stérimar for their patients/customers.
We sent a series of thee mailers out to 6,200 Healthcare Professionals throughout England, Scotland and Wales including 2,500 of the UK’s largest independent pharmacies and 3,000 lead GPs.
Each mailer contained detailed product information highlighting benefits to patients, a competition, a call-to-action to recommend Stérimar, as well as a versatile set of point-of-sale material to suit different requirements and drive sales.