Medical Marketing For Dove

Medical Marketing & Engagement

Global Strategy and Local Guidance for Professional Marketing

On-pack claims and endorsements from healthcare providers can be the tipping point for consumers to buy. Recognizing this, top personal care brand Dove asked SPRIM to optimize and expand its medical marketing program. This created strong brand credibility among doctors, and ultimately, the brand garnered the first on-pack claim in the region

The Opportunity

Dove recognized diminishing returns and consistency from their medical professional marketing programs. Limited resources among global and local teams challenged opportunities for optimization and growth.

The Approach

Individual country assessments by SPRIM validated market status in 40+ countries. Deep dive discussions with key stakeholders helped create a clear view of each markets’ strengths and opportunities. Results were analyzed and bundled to create a globally aligned strategy with assets and plans that were adaptable to each market.

The Findings

Goals set by the global team were unrealistic for the local markets to attain due to lack of guidance, tracking and budgetary constraints.

Brands had consumer marketing expertise, but physician marketing expertise was left up to agencies that were generally rooting for their own team
Local teams were hungry for more a collaborative relationship with the global team
Internal turnover inhibited continuity and growth of all brand efforts

The Results

The partnership with SPRIM and the company’s global headquarters optimized high-value programs across four continents. Collaboration allowed the client to:

Provide local teams with ongoing support for three years
Create united assets and guidelines which reduced local costs and improved engagement
Develop and implement a proprietary CRM for program tracking, which substantiated the first regional on-pack claim

Speak To The Medical Marketing & Engagement Lead In Your Area

We have a unique integrated service model, offering consulting services for every lifecycle stage of your product. It is composed of four practices: Strategic Innovation, Regulatory & Scientific Affairs, Research & Clinical Services and Medical Marketing & Engagement.

Medical Marketing For Dove

Global Strategy and Local Guidance for Professional Marketing

The Opportunity

The Approach

The Findings

The Results

Speak To The Medical Marketing & Engagement Lead In Your Area

When It’s Time to Fire Your Agency

Video: Celebrating 15 Years with Unilever

Medical Marketing For Dove

Global Strategy and Local Guidance for Professional Marketing

The Opportunity

The Approach

The Findings

The Results

Speak To The Medical Marketing & Engagement Lead In Your Area

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When It’s Time to Fire Your Agency

Video: Celebrating 15 Years with Unilever