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Case Studies

Wellcome (now part of GlaxoSmithKline)
Objective:

To assist Wellcome in communicating the benefits of Zovirax as the preferable source of treatment for herpes (genital herpes, herpes zoster, cold sores and chickenpox).

Strategy:

Foreword Communications proposed that the Marketing Division of Wellcome adopted a more daring and creative approach in communicating the overall benefits of Zovirax by focusing on its remedy for chickenpox among young adults and children. Prior to our collaboration with Wellcome, several misconceptions about chickenpox and its treatment continued to persist.

firstly, it was not viewed as a life-threatening disease(although young children have died from it when improperly treated). Secondly, most doctors would recommend that patients allow the disease to take its course with the usual prescription of medicine and rest when, in fact, such a protracted approach was unnecessary. To influence change in these perceptions and habits, and to increase the pull-factor for Zovirax, we worked closely with the South East Asia Herpes Study Group, the National Skin Centre, and the Singapore Dermatological Society (especially with Dr T. Thiru Moorthy, a respected local dermatologist).

Execution:

We tapped on the South East Asia Herpes Study Group's research and findings in educating the public on issues associated with chickenpox and other herpes-related afflictions. With the National Skin Centre (NSC), we communicated the various disease states related to the herpes virus and treatment sources. This was done through joint press briefings and launch of a toll-free hotline which was publicised via bus advertisements. We were able to have Dr Moorthy deliver a series of radio talks on herpes and its sources of treatment including Zovirax. To enhance brand and product recall, Foreword Communications planned a series of public forums which were also jointly organised by Wellcome, the NSC and the Singapore Dermatological Society.

Outcome:
By working closely with key opinion leaders in the medical and healthcare industries, our two-year PR programme was highly successful in educating members of the general public and afflicted persons on Zovirax as a preferred source of treatment. Our programme also led to an increase in sales of Zovirax in Singapore.

By working closely with key opinion leaders in the medical and healthcare industries, our two-year PR programme was highly successful in educating members of the general public and afflicted persons on Zovirax as a preferred source of treatment. Our programme also led to an increase in sales of Zovirax in Singapore.