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The Celesio Award for Excellence in Customer Focus – Other Healthcare Professionals

Sponsored by

Finalist

REGAINE for Men Foam

McNeil Products in association with Weber Shandwick


Summary of work

Launching in January 2011, REGAINE for Men Foam was an innovative product, introduced into a market which was overshadowed by low confidence in the efficacy of pre-existing hair loss products. 

Extensive research signposted that recommendations from pharmacists would be key to overcoming the scepticism felt towards hair loss products. Yet the levels of expertise and understanding about hair loss and regrowth were significantly low among pharmacists and counter assistants. To bridge these gaps, a four-stage pharmacy campaign was introduced to create awareness, drive knowledge and build understanding of product efficacy. 

To coincide with the timing of the launch of REGAINE for Men Foam a bespoke HCP programme was implemented to raise brand awareness and educate pharmacists and pharmacy assistants about hair loss and the commercial opportunity it presented to their business.   

Since launch, REGAINE for Men Foam sales have more than doubled and 244 staff and 175 pharmacies have completed the online training module with 62 per cent measured as feeling quite confident in dealing with questions around hair loss.

 

 

Executive summary as submitted

Judges comments

"McNeil armed its customers with the confidence to challenge what could work by providing new information on the brand that wasn’t reaching customers and used pharmacists to deliver this, demonstrating some strong results against initial objectives."