Background
The Ask
Prevacid24hr is going off-patent. Help us create a big creative campaign that will drive social buzz and give us more customers.
What is Prevacid24hr?
Prevacid24hr is a digestive health product used to treat heartburn. Specifically, it is a Proton Pump Inhibitor (PPI) that is prescribed by physicians to reduce the secretion of acid by the pumps in the stomach.
Reframing The Problem
The Business Context
Prevacid24hr was going off patent and feared loss of market share due to new generics
Doctors and websites throw around terms like on-demand antacids, H2s, PPIs, and GERD. As lay-person, it is hard to understand what these mean and what the best options are to treat heartburn.
The brand was facing high customer acquisition costs due to mainly pulling awareness levers with doctors and offering samples
Barriers To Adoption of PPIs
Patients need to take the drug daily in order for this type of antacid to work
There is an initial load period o f7 days before patients begin to see any effects at all
Core Customer Insight
Customers don’t think heartburn is that serious of an issue to warrant taking a drug daily—it’s a psychological and behavioral barrier to trial.
A Clearer Problem Statement
Originally, Prevacid 24hr wanted to acquire more customers and continue to drive awareness. But after looking at the inputs, the business objectives of driving trial and driving retention of existing customers was more clear. Specifically, how can be drive a behavior change with customers to perceive Prevacid24hr differently and be willing to take a drug daily to treat heartburn?
The Solution: Prevacid Perks
Our Approach
Drive Trial: Create a mechanism which would simultaneously drive behavior change and demonstrate the power of Prevacid24hr in the interaction.
Drive Retention: Create an incentive system that would drive users to return time and again to Prevacid24hr.
Our Idea
Launch a digital loyalty program called Prevacid perks.
How it worked:
The Final Product
