Elevating Zyrtec-D to Become the Choice of HCPs.

CHALLENGE

The global Zyrtec market was valued at approximately $1.56 billion in 2020. The team had a long-term, successful relationship with the brand–from challenger phase, to a demanding content push that engaged “Competitor Complacents” and helped Zyrtec become a household name.

However, things changed during the pandemic. While Zyrtec remained high amongst allergy sufferers–questions about long-term usage and heightened competition jeopardized market share.

Our strategic insight was that consumers wanted to be confidently in control of their own care even more on the heels of the pandemic–they wanted more security. As such, the role of the HCP as an authoritative voice amidst a shifting landscape became even more critical.

STRATEGY

From that insight grew our HCP strategy, with three main goals and respective tactical approaches:

ONE: To reinforce confidence among HCPs regarding Zyrtec-D’s therapeutic value, we ensure that a wide range of healthcare professionals- were acutely aware of Zyrtec-D’s categorical effectiveness in clinical studies and superiority over other treatments.

TWO: To ensure easy HCP access to comprehensive and compelling Zyrtec product information, including (and especially) Zyrtec-D, we create a dedicated portal to feature clinical data, dosing guidelines, and a wide variety of evergreen and seasonal content to educate patients.

And THREE, to further engage patients and convert targets into purchasing customers, drive HCP sample requests, we provide a broad and tactical range of in-office materials including brochures, posters and digital content

OUTCOME

This strategy–in combination with continued new product introductions to build demand while encouraging HCP content through education and KOL influencers–has continued to build upon the Zyrtec-D success story, helping our client become the choice of HCPs, and helping millions battle seasonal allergies in the process.