Ogilvy has been awarded new assignments for Zentel and Fenbid, two of four GSK Consumer Healthcare China (TSK&F) over-the-counter (OTC) brands sold in the China market. The assignments will see Ogilvy partnering closely with TSK&F to effectively promote the two brands through targeted communications to consumers and healthcare professionals nationwide.
“We awarded the Zentel and Fenbid Medical assignments to Ogilvy because we have seen firsthand the results they can deliver. In late 2007, we worked together to launch”The Real People Campaign,” which saw Fenbid OTC’s market share in the China market increase significantly. Effectiveness is our top priority and we are confident that Ogilvy has the deep industry knowledge and healthcare expertise to deliver,” said Alan W. Hsu, Marketing Director, TSK&F.
For Zentel, the leading OTC medication used to clear worms and parasites, TSK&F has tasked Ogilvy Advertising with managing all of the brand’s communications efforts in China. The agency’s mission includes driving overall strategy and the development of TVCs and print ads that will run nationwide – from the tier one cities of Beijing and Shanghai to remote, rural areas in the Chinese countryside.
Ogilvy Advertising will also work with Zentel to develop educational training kits for drug store assistants and county doctors that will allow them to more effectively identify opportunities to recommend Zentel and accurately describe its advantages to patients and customers in China.
“It is always rewarding to be acknowledged by a client for exceptional results achieved as the result of a truly effective advertising campaign. Our founder David Ogilvy always said, ‘we sell or else,’ and this sentiment is just as true today as it was decades ago. Our earlier success on the Fenbid OTC brand opened the door for us to pursue the Fenbid Medical and Zentel OTC assignments, and we couldn’t be more thrilled to have been appointed,” said Shenan Chuang, CEO of Ogilvy & Mather Group, China.
For Fenbid Medical, TSK&F decided to expand Ogilvy’s scope of services beyond advertising to include a retainer assignment which will be managed by OgilvyHealth, a discipline specialized in providing communications consultancy services to clients seeking to connect with doctors and the medical community. Effective immediately, OgilvyHealth will oversee Fenbid Medical’s communications program which will encompass medical education, PR activities, key opinion leader (KOL) outreach and seminar organization activities.
Jennie Fan, President, OgilvyHealth China said, “The marketing and communications environment in China is changing. Consumers are becoming more engaged in healthcare treatment decisions as they become both increasingly affluent and knowledgeable. In today’s rapidly changing healthcare environment companies can no longer rely on the sales-driven approach to marketing as sales representative access becomes more challenging. So effectively, communication with doctors today demands that clients maximize traditional marketing channels and also go beyond ‘detailing’ to utilize the latest in communication techniques – for instance digital channels.”