FCB-Ulka Healthcare introduces new service

FCB-Ulka Healthcare has launched a new service called Brand RX and is available for any brand that needs to communicate with doctors for validation.

The service can be used by any brand — not just pharmaceutical — from the fast-moving consumer goods sector, which needs positive endorsement from doctors and typically, the categories would be foods, cosmetics, oral hygiene products.

Brand RX uses a five-stage model to approach doctors. This includes understanding the brand's mass-market position and communication, figuring out its medical relevance, preparing the communication, campaign planning and monitoring.

According to the agency, a major global brand recently used Brand RX to speak to over 9,000 dentists in 12 cities.

Drug audits, done for companies to gauge if their communication is reaching the right doctors, are also a part of the service. FCB-Ulka Healthcare's campaigns include those for the painkiller Brufen and antacid Digene, made by Abbott Laboratories.