Summary
The campaign intended to address the problem of low acceptance of inhalers among asthma patients. Based on results of consumer study, key barriers for using inhalers were defined. Doctors are the one who patients trust when it comes to any disease, asthma is no different. Emailer was one of the platforms through which we engaged the doctors. A series of emailers were designed addressing barriers associated with inhalers. The emailer campaign reached 1,00,000+ doctors.
Challenge
MARKETING CHALLENGES: 1. Acceptance of inhalers among asthma patient is very low. 2. There are myths associated with the use of inhalers among the asthma patients. The most common ones are as follows: - Inhalers are associated with social stigma - Inhalers are not safe for kids - Inhalers are addictive - Inhalers are to be used only during an asthma attack
Objective
1. Establish Inhalers as the right treatment for asthma through the message - Asthma ke liye Inhalers Hain Sahi 2. Increase the adoption of inhalers by busting the myths around inhalers and addressing the key barriers. 3. Drive social acceptance for inhalers by addressing social stigma through education.
Strategy
As a leader in the respiratory space, Cipla has taken the onus of creating awareness around Asthma and convey the right message to asthma patients that inhalers are the right choice for asthma management. Berok Zindagi campaign is one of the biggest patient centric campaigns that aims at busting myths around asthma and change the perception of patients towards inhalers, making inhalers more acceptable for leading a healthy life. The campaign was supported by 4 famous influencers - Sonali Bendre, Satish Kaushik, Mandira Bedi and Priyanshu Painyuli, who came out to masses and conveyed the campaign message – Asthma Ke Liye #InhalersHainSahi. Eventually, asthma patients trust their doctors more than anyone, as the doctors are the experts and when they say it, the level of acceptability increases among the patients. Asthma patients approach none but their doctors for the right guidance. Therefore, this email campaign was targeted to the doctors, where each emailer addressed different myths associated with asthma. The emailers were interactive in nature, as they were linked to a clickable CTA - the myth buster films. As a part of the campaign, doctors were made the voice the campaign through "Thank you doctor video". More than100 doctors came together to convey the campaign message to the patients – Asthma Ke Liye #InhalersHainSahi in regional languages. A dedicated emailer campaign was designed for taking this video to patients across India.
Data
Based on the insights gathered from Nielsen consumer research, which indicated the reasons for low acceptance of inhalers among asthma patients, dedicated emailers were crafted covering following top barriers. - 58% believed that inhalers are not suitable for children - 40% believed that Inhalers are addictive - 35% believed that Inhalers have side effects - 57% believed that Inhalers are to be used only during asthma attack Source - AC Nielsen Report - Apr 2021
Solution
The emailers were addressed to the doctors by defining the myth statement in a question format e.g. Are inhalers unsafe for children? Influencer image was incorporated in the emailer for better campaign recall. The mailer was an interactive one, as it was linked to a CTA – myth buster film. A big green color “click here” button was embedded in the emailer creatively with the intent of urging the doctors to click on it, which garnered good open rate. The emailer was designed in a way that the doctors can forward / share them with their patients through WhatsApp or social media, accomplishing our objective of cascading the campaign message to the patients.
Results
- 3 lac emailers were sent to 1 lac doctors - Open rate - 20% - Click rate - 2% - 8% increase in the acceptance of inhalers was achieved as per the Nielsen consumer study
