Metrogel

Case Study: Metrogel

Metrogel is the targeted first line treatment for bacterial vaginosis, now available as a schedule 2 OTC (over the counter) medication! Launch events in Pretoria, Johannesburg, Cape Town and Durban in the form of informative forums for pharmacists, assistants, clinic nurses and OTC assistants. Guest speakers included Dr Michelle Blou who focussed on the clinical content productivity specialist Tracey Foulkes added a new dimension to the memorable event.

The Challenge

Incorrect diagnosis and misdiagnosis of vaginal infections are common in the pharmacy environment
Well established competitor brands
Patient sensitivity to discuss this condition

The Strategy

To create discreet self diagnosis/empowerment tools for patients over the shoulder of HCPs.
A roadshow was designed to attract and empower pharmacy staff and GPs and associate the brand with other superior ways in which to take charge of modern life.
The launch was supported by the pharmacy rep team, journal advertisements and consumer information as well as a well visited website.