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Excellence in Patient Focus

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Finalist

Turning the head lice market on its head

Thornton & Ross in association with Pegasus PR


Summary of work

Hedrin’s comprehensive report into head lice management uncovered a huge knowledge gap amongst pharmacists and parents about how to manage head lice. 

The development of best practice golden rules, the launch of a pharmacy training programme and promotion of an educational campaign, combined great creativity with clear, concise and consistent advice, making a real difference for parents battling against head lice. 

The campaign positioned Hedrin as the head lice authority among parents and pharmacists. As a result, the brand’s market share has continued to grow rapidly.

 

 

Executive summary as submitted

Judges comments

"A comprehensive programme that has parents at the centre of the campaign."