MOORFIELDS
Everywhere you look You see Moorfields

Pharmacy moorfields

When the world-famous Moorfields Eye Hospital decided to launch its own eye care range, it had a strong story to tell – excellent NHS credentials and better value for money.

The biggest challenge was established prescribing and dispensing practice where the brand leader had almost become a generic for many commonly prescribed eye drops.

Our solution was to create a visually impactful campaign, delivered across multi-media platforms to achieve a high level of frequency over a concentrated 6 month period.

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Selection of media partners ensured we could optimise the budget and increase the number of impacts to carefully profiled audiences, including CCG's and community pharmacists.

81,000

total impressions

An in-store pack was delivered to 7,000 independent pharmacies.

A C+D Pricelist with bookmark was delivered to 10,500 pharmacies across the UK.

Premium advertising positions in buying directories extended impact and message shelf-life.

Press and online advertising were supplemented by regular email bursts.

Results

Moorfields Eye Drops achieved ambitious budget forecasts across key product lines. This was achieved with a relatively small campaign expenditure in a challenging commercial environment.

100% growth

in 6 months