The diagnostic test distributor has signed a renewal of a four-month campaign to advertise its U-Test range. The brand achieved its aim of growing market share and creating brand awareness thanks to the advertising ability to fast-track brand visibility in-pharmacy, from both a corporate and product perspective.
X/procure MD, JD Henderson explains, "Since a client's advert reaches pharmacists directly, in real time and repeatedly, advertisers enjoy the unique opportunity of presenting and promoting their products at the point when ordering decisions are made.
"The client specifically used our intervention and banner ads to ensure they were top of mind at the crucial moment when pharmacists order an opposing product. The pharmacist then has the option to either buy his/her original choice or click 'enter' and accept the recommended product."
The intervention advert is designed in .Jpeg or .Gif format and allows advertisers the opportunity to create a still or animated image, making it ideal for creating fast brand awareness and a protection strategy against competitors.
The additional use of a banner advert, located at the bottom left of the order screen was said to have been effective, as it is the only medium constantly visible on the screen, no matter which functionality is being used at the time.
Additional functionality behind the banner advert also allows a click through to the advertiser's website, a text page or the actual order screen, enabling the user to immediately order the advertised brand.
For more, go to www.xprocure.com.
