Sponsored by
by OgilvyHealthPR & OgilvyDigitalHealth for Boehringer Ingelheim
by 90TEN Healthcare for East Sussex County Council
by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)
by Euro RSCG Life Medicom for Sanofi Diabetes
by Virgo HEALTH for Roche Products & The Hepatitis C Trust
by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)
The multi-billion Euro trade in counterfeited medicines has increased dramatically over the last few years with the internet being the most common route for counterfeiters to reach consumers.
Over a nine-week period a targeted public health campaign raised awareness about the dangers of counterfeit medicines to those searching for prescription-only medicines (POMs) online.
Counterfeiting the Counterfeiter involved the development and promotion of a ‘spoof’ online pharmacy. The website www.medizin-direkt.com delivered impressive results engaging with 85 per cent of people looking for POMs, receiving 360,532 hits and became the third largest online pharmacy. If the website had been trading, projections show that in its first year it would have had over one million visitors and potentially generated €41m.
A very clever and effective campaign. Good to see activity that enhances the reputation of the industry.