Propecia HeadStart

Background

A high proportion of new Propecia users stop using the product before they see results, yet clinical research shows that at least six months of continuous use is required before users see the benefits. It’s the HeadStart programme’s goal to maintain regular contact with new users during the first year in a manner that encourages retention and further use of the product.

It also allows prospects to register online to receive more information about the drug before they visit their doctor for a prescription.

Objectives

• Keep in regular contact with new users during the first year to encourage retention and further use of the product
• Convert existing members to the HeadStart programme
• Maintain loyalty to Propecia

Target Audience

Existing users and prospects:

• Men
• Aged 25-45 years
• Personal income $50,000+
• Urban dwellers

Channels

Touchpoint implemented/managed the following components of the campaign:

• Direct Mail
• Email
• Text messaging

Other components:

• Press
• In-store promotions
• Rally NZ activity

Approach

• Identify target markets
• Introduce ways to overcome barriers that will help convert men to long-term users
• Use a centrally managed integrated communications database for all prospects and members and follow them through an acquisition/retention cycle
• Use an integrated online support database to enable members to receive communications via paper mail, email, text message, website and 0508 number

How Touchpoint Technology Helped

The HeadStart support programme allows members to choose their own support level and delivery channels:

• All contacts and messages are triggered and managed by Touchpoint and appear to members and prospects as a stand alone website – www.headstart.co.nz
• Centralised administration of all communication is enabled through a management site accessed through this same web interface by MSD Customer Care staff

Technically, the programme was a challenge to implement. RBR and Touchpoint had to:

• Work with an existing database and manipulate the data to fit a new system
• Devise a new method to handle free pack redemption
• Develop a 12 month programme to communicate with Propecia users that they would find interesting, innovative and useful
• Build habit-forming communication that would help get men from a point of trial with the product to a place of loyalty
• Allow prospects access to the informational components of HeadStart in order to maximise the programme’s reach – this meant a further technical extension

Results

In the target group of current users, 20% of members responded and validated their personal details online. For the inactive or past users, 3% renewed their contact with the support programme (a good response given that many of these users had not been communicated with in over 2 years).