Launching a doctors' favourite into the OTC market
Launch a prescribed emollient into the newly competitive over-the-counter market for problem skin conditions.
Doublebase enjoyed sustained success over many decades as a widely prescribed emollient brand. Highly trusted by doctors, it was typically in first-line treatment for problem dry skin conditions like eczema.
In 2017 new clinical prescribing guidance was rolled out in an effort to save the NHS several million pounds in prescription costs. This meant problem dry skin conditions, like eczema, for which OTC products could be used, would no longer routinely be prescribed in primary care.
Bray Leino developed the headline Treating Skin Seriously campaign to introduce the Doublebase to the OTC retail market, via TV, Digital, new Website, HCP messaging and Social Media spanning Facebook and Instagram.
The launch exceeded all forecasts. Awareness driven by the TV advertising along with frequency messaging through digital and social media saw sales double in the first 7 weeks of the campaign going live.