Merck: "Flying ragweed" and "green fields"

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

Merck: "Flying ragweed" and "green fields"

Summary

We aspire to turn to research at all critical junctions of campaign development.... but is this enough? Why not make the customer voice intertwined with and inseparable from creative evolution?

We yearn to have answers to all of our questions... but is that enough? Why not have our customers tell us what questions we should be asking?

We desire to have insights at our fingertips... And now we do.

The marketing challenge was to launch a successful DTC campaign that would break through the clutter of the OTC-dominated allergy market and activate consumers,...

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