GSK taps McCann Healthcare to reach the consumer

NEW DELHI: McCann Healthcare India, the healthcare communication division of McCann Erickson, has rolled out a new print advertisement, a part of mega campaign for vaccine division of GlaxoSmithKline (GSK). The initiative is significant considering the fact that GSK for the first time has decided to reach out directly to consumer.

The campaign, which predominantly focuses on the print medium, commenced with propagation of vaccine, in which only three injections are required for vaccinating kids against Diptheria, Tetanus, Pertussis, Hepatitis B and other diseases as against an original nine injections required.

Speaking on the initiative McCann Healthcare head of operations, Amar Urhekar made the following remarks, “Our objective is to achieve effective communication for GSK. We are in the process of dessiminating information on the various vaccines from GSK, for instance the 'Penta vaccine'. It requires only three injections against nine required previously. We are also trying to clear the myth that vaccine in only for kids and not for adults.

“It’s a massive print campaign, in which we are using all leading National and regional print titles. The work comprises entire vaccine portfolio of GSK. We will be working on the entire portfolio, that has a couple of more campaigns lined ups.

“To top it all, one shouldn’t forget the fact that the decision ultimately depends on the doctor. Yes, we are creating awareness for consumers but the same message is also being conveyed to the doctors. A patient at best can only go to a doctor and express inclination towards a particular vaccine but the rest depends on doctor. So this campaign has to be understood in the context of the entire marketing strategy. For instance, GSK’s medical representatives are regularly also in touch with doctors for communicating benefits of GSK vaccines.”

The headline of a print campaign firmly states "Now no mother has to let her baby go through this". The campaignconveys that vaccine results in much lesser pain for kids, parts with the message "Please consult your doctor today on the easy new way to have your baby. Vaccinated without necessary pain. It’s the least you can do for your little one".

McCann won the GSK vaccine account after battling against five other agencies which included JWT, Grey and Contract Advertising. McCann Healthcare also handles GSK’s two other accounts including the dermatology division. Other clients handled by McCann Healthcare in India include Nestle (handled by the Delhi office) and ICICI USAID ORS, Johnson & Johnson (Nizoral, coldarin), Vistakon (surevue/acuvue contact lenses), USV, Dr Reddy’s among the others.

Urhekar added, “We are the only healthcare division which has over 10 dedicated creative professionals only for healthcare advertising. We are fully operational across two offices and unlike other agencies, which depend on main agencies for creative, we work as an independent outfit offering all the services of a full fledged communications agency.”

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