The pre-natal vitamin (PNV) category is very crowded and includes numerous prescription and OTC offerings.
Vertical Pharmaceuticals was a small player up against industry leaders that maintained 45% of the market for 8+ years leading up to the launch of OB Complete® Gold.
The Innovation: Vertical Pharmaceuticals had developed one of the first true innovations in the PNV category in years with new proprietary ingredients, a completely different mode of action and a “tracking” mechanism built into the packaging to increase compliance.
Rebel Gail created a truly 360-degree integrated marketing and communications launch plan to introduce OB Complete Gold. Each campaign element was designed to create excitement for HCPs through an invigorated OB Complete Gold sales team and tap into moms-to-be -- a highly motivated audience.
Website Development: Consumer-friendly site with product and lifestyle information and video content, distinct HCP section for education and ordering capabilities and consumer loyalty program portal
Invigorate, Educate and Arm Salesforce:
Developed animated MOA video creating a virtual mom character to detail physicians on the science behind the vitamin
Secured Olympian, Lauren Holiday, to attend sales launch meeting to motivate sales force
Led multi-pronged traditional media outreach building a specialized OB News Hub for journalists to have instant access to all background information
Launched Mom Influencer Social Campaign:
Created branded customer loyalty program, New BeGGinnings
Executed digital promotion with The Bump to drive coupon downloads
OB COMPLETE GOLD CAPTURED 6% OF THE PRESCRIPTION PRENATAL VITAMIN CATEGORY 10 MONTHS AFTER LAUNCH
CAMPAIGN RESULTS:
500+ Million Media Impressions
1,000+ loyalty program sign-ups
2,500 coupon+ downloads from the website with 34% conversion
1,611 social mentions, 557,671 online impressions & 1.9 million social impressions
The Bump campaign garnered 3,927 clicks, 414 coupon downloads & 950,832 total impressions
Most successful sponsored banner ad campaign in The Bump’s history. Campaign performed 44% higher than The Bump’s overall site benchmark
DELIVERY RESULTS:
Most successful Rx PNV launched in the previous 2 years
Highest grossing new product in 2016
Highest grossing new product in previous 3 years
Highest new product market share among branded Rx PNV in last 4 years
