CLIENT
GlaxoSmithKline Italia
The 8th largest pharmaceutical company in the world, exclusively focused on biopharmaceuticals since 2022.
PRODUCT
Polident
Range of adhesives and cleansers for dentures.
STRATEGY
- Creative Strategy
- Direct Email Marketing
- Web Minisite
- Search Engine Marketing
- Advertising
- Offline Marketing
- Product Sampling
SERVICES
- Creative Direction
- Web Design
- Graphic Design
- Illustrations
- Analysis and Monitoring
- Delivery
OBJECTIVE
To implement a targeted strategy aimed at expanding the reach of the product, already well-established in its reference segment, by acquiring new contacts selected among dental professionals potentially interested in the Denture Care category.
To maximize the conversion process through product sampling activities, effectively connecting the brand with patients via their dentists.
SOLUTION
GSK's objectives were achieved by Bplus through a highly detailed cross-media strategy, combining online tools with more traditional methods. By integrating various interaction channels with the dental target audience, we meticulously managed every aspect of the campaign, both strategically and executively. Our efforts included lead generation marketing to profile and retain interested users, planning and managing an online sampling initiative to ensure an efficient campaign with maximum impact, guaranteed contact, and no waste. Additionally, offline marketing was carried out through printed materials and advertising in industry-specific magazines.
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