SANOFI INDIA - ALLEGRA
IN-CLINIC ENGAGEMENT CAMPAIGN FOR ALLEGRA BY SANOFI PHARMA
Background: Sanofi Pharma's antihistamine drug, Allegra, is a leading solution for managing allergies. With its endorsement in the renowned Flexpolar Study for Allergic Rhinitis, Sanofi identified an opportunity to position Allegra 180 as an effective treatment for allergies, particularly in cases linked to pollution. This campaign was aimed at creatively communicating the drug’s efficacy and connecting it to real-world scenarios relevant to the Indian healthcare context.
Objective: To leverage insights from the Flexpolar Study and establish Allegra 180 as a trusted solution for allergy management through targeted in-clinic engagement and integrated marketing communication campaigns.
SERVICES
Campaign Design, In-Clinic Activations & Engagements at HCP's
STRATEGY
Sanofi's comprehensive approach combined in-clinic engagement and an integrated marketing communication campaign:
Integrated Communication Campaign: To bridge the gap between pollution and allergies, a multi-channel campaign was crafted. This initiative emphasized:
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The role of Allegra 180 in managing allergies caused by pollution.
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Clinical evidence from the Flexpolar Study supporting its efficacy for Allergic Rhinitis.
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Targeted communication to healthcare professionals (HCPs) and patients that highlighted Allegra’s capabilities.
Direct HCP Outreach: Medical Representatives (MRs) visited clinics to present the Flexpolar Study findings in engaging formats, focusing on:
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The drug's safety and efficacy profile.
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Real-world applications relevant to allergy management in polluted urban environments.
Patient-Focused Collateral: Informational posters, pamphlets, and creative in-clinic materials were deployed, aiming to:
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Educate patients about allergy symptoms and the link to pollution.
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Promote discussions between patients and doctors about appropriate treatment options like Allegra 180.
EXECUTION
Sanofi’s Medical Representatives employed interactive presentations, visual storytelling, and data-backed insights to resonate with HCPs. Simultaneously, clinics showcased prominently designed educational materials, reinforcing Allegra’s value to patients and caregivers.
CAMPAIGN TAGLINES
LEAVE BEHIND LEAFLET WITH COVER
CLINIC POSTERS
AWARENESS CAMPAIGNS
DIRECT MAILERS/LBL
IN-CLINIC ENGAGEMENT
Results:
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Positioned Allegra 180 as a leading choice for allergy management, particularly in urban and pollution-prone contexts.
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Strengthened awareness among HCPs regarding Allegra's clinical backing and unique capabilities.
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Enhanced patient understanding of allergies, leading to more informed consultations.
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Contributed to a measurable increase in Allegra prescriptions and sales.
Conclusion:
This campaign highlighted the power of combining clinical evidence like the Flexpolar Study with strategic communication initiatives. By connecting pollution-driven allergies to a proven treatment like Allegra 180, Sanofi Pharma demonstrated how creative, targeted efforts could engage both HCPs and patients effectively. This success underscores the importance of leveraging innovative marketing strategies in healthcare.
