Zomig Dr. Zee… Headache Expert

SITUATION ANALYSIS

Egyptian market & Goals

Situation Analysis

• Poor market awareness about migraine

Objective Goal

• Weird Symptoms of migraine (One can’t tell

easily when he suffers from Migraine )

• Limited market size

• New product name in pharmaceutical field with

hard name to connect with its used usage

• Awareness campaign

• Using Funny cartoon animations to deliver the

message

• Radio ads. and press campaigns stressing

migraine symptoms

• An easy and funny character to promote Zomig

Concept : being unique !

We need :

1. Easy Name

2. Catchy concept

3. Comprehensive message focusing on migraine symptoms and Zomig benefits

4. ATL campaign aiming to help doctors and patients memorize the product’s name and recall it

when the symptoms of Migraine appear

Story Character Attractive

message

Customer

friendly name

CONCEPT

Creativity is a must

Dr.ZEE

Dr.Zonga

Dr.Zong

Dr.Song

Dr.Zou

Dr.Zemo

Dr.Zoga

Dr.Zomga

Character

IMC

FM Program

Pharmacy Materials

Press

Online

IMC – RADIO CAMPAIGN

Mass awareness

Radio Campaign – Option 1

Program Name:

كالم دكاترة

صحتك بالدنيا

ساعة لصحتك

ساعة دكاترة

Program theme

13 episodes

13 doctor KOLs A&B classes

giving medical advices.

Discussion topics

• Types of headache

• Migraine symptoms

• Difference between headache and Migraine

• General medical advices

• A healthy lifestyle

• Reassuring consumers and discussing

Zomig’s side effects

• Who should take Zomig and who can’t.

Duration

3 months starting from Feb.“13

episodes”

+ 150 free spots 2-3 spots\day

Program

Spots

Radio Campaign – Option 2

Doctors giving advices

The spots will provide knowledge about the symptoms of migraine.

Teasing

5 days before the launch of our

campaign

15 sec. spots

Spots Topics

• Types of headache

• Discussion about migraine symptoms

• Different between headache and migraine

• Medical advices

• Life style to protect you from migraine

• Discuss its side effects

• Who Should take Zomig and who can’t.

Duration

3 months

Approx. 3 to 5 spots\day

30 sec. spots

IMC – PHARMACY CAMPAIGN

Drug Market Controller

Pharmacy

Anyone suffering from any type of headache will go 1st to pharmacy seeking treatment and asking

about pain killers.

Pharmacists awareness about Anti-Migraine products during training sessions or meetings.

Dr. Zee Stand

Catchy and directive

Stand holding flyers and pack

design.

Two sizes could be used:

•Mega size

•Medium size.

Booklet

It’s an educational booklet

• A booklet telling the story of

Dr.Zee and a migraine patient

through animations.

•Awareness about the difference

between migraine and headache

symptoms.

•Usages and advantages of

Zomig.

Pharmacist Education Program

Direct education focusing on the

product

1. Pharmacists meeting

2. Giveaways

3. Video

Dr. Zee Stand

Strand Design

Booklet & Character

Booklet

It’s an educational booklet

• A booklet telling the story of

Dr.Zee and a migraine patient

through animations.

•Awareness about the difference

between migraine and

headache symptoms.

•Usages and advantages of

Zomig.

IMC – PRESS

Dr.ZEE’s story

PRESS

• Targeting the largest audience possible.

• Wide circulation of magazines.

Magazine Audience Ad. size

Nos aldonia Targeting A,B & C classes

Females (21-50 years old) 62% 1/2 page

Kol w Oshkor Females (28-50 years old) 70% 1/3 page

Pharma Today Widely distributed in pharmacies 1 page

Egypt Today Business A class 1/2 page

Seha Targeting A&B classes 1 page

By: Abdulrhman Attia Tantawy Arhman.Tantawy@gmail.com

002 010 74 20 147