Alcon Laboratories: Alcon Patanase 2010 Campaign

Relationship Marketing, Inc.

Entry Information

Category: Pharmaceutical/Healthcare
Country where program ran: United States
Date program started/ended: Jan 2010 – Dec 2010

Product Description: PATANASE® Nasal Spray (olopatadine hydrochloride) is a nasal antihistamine spray. At launch in 2008, it was indicated for the symptom relief of seasonal allergic rhinitis in patients 12 years of age and older. Just prior to 2010, a pediatric indication was added for children as young as 6 years old.

Advertiser/Client Name: Alcon Laboratories, Inc.
Media Channels:
Direct Mail
E-Mail and Instant Messaging
Other

Strategy

Marketplace challenge:

The pharmaceutical industry has, in recent years, seen a decrease in the amount of time physicians are meeting with pharmaceutical sales reps for personal details. A recent physician survey revealed that approximately 23% of physicians actually have a "no access" policy in place when it comes to reps, and nearly 50% require or prefer an appointment (SK&A, A Cegedim Company, July 2010).