The abolition of fixed prices for prescription medicines in 2016 created new opportunities in the German market for Dutch mail-order pharmacy DocMorris. The challenges for Fluent were to quickly raise awareness of the brand and to make it relevant, reaching and convincing new target groups in order to increase market share over the long term.
Based on an in-depth analysis and segmentation of the target groups, Fluent developed a two-stage media strategy that first positioned DocMorris as a trustworthy partner and sought to explain the system of delivering prescription medicines in the post. The second stage focused on capitalising on established brand awareness through performance-oriented measures. Television as a basic tool was supported by activities such as high-volume ad flights, targeted print, online display advertising and performance measures.
The effective media approach soon exceeded the goals set. unaided brand awareness was up by 141% in just nine months, and leads for information material and downloads increased by 325%. In addition, the CPO of printed inserts was reduced by 74%. Last but not least, negotiated gross media payments indicated a plus of 93% compared to the client price, which illustrates how efficient implementation of the DocMorris campaign was in terms of purchasing.