Healthcare has launched a new service called Brand RX
and is available for any brand that needs to communicate
with doctors for validation.
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
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.
to the agency, a major global brand recently used Brand
RX to speak to over 9,000 dentists in 12 cities.
audits, done for companies to gauge if their communication
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