In the past, due to the difference in positioning and brand development direction, brands focused on channels, but now, user touchpoints are becoming more and more diverse, and the consumption chain is further complex, which forces brands to enter the era of omni-channel development, and more and more brands regard omni-channel digital construction as a crucial business strategy.
Among them, the omni-channel digital system built by Helion for its brands Fenbider and Futarene has become a demonstration representative. From a global perspective, the brand decided to work with Acxiom to carry out the top-level marketing design, and the advantages of each channel complemented each other to form a synergy, and quickly saw the results, only 1 month after the launch, with an exposure of 50w+.
This set of customized omni-channel digital strategy successfully won the B2C Annual Digital Growth Award at the 7th Goldsmith Awards. Hosted by the CMO Training Camp, the Goldsmith Award is one of the most influential and authoritative marketing awards in China, and enjoys the reputation of "Oscar of the marketing industry" in the industry.
Background of the case
As one of the world's leading consumer health companies, Helion provides public welfare support for the "Painless China Initiative" based on the company's mission of "people-oriented, improving daily health". Pain management is one of the five categories covered by Helion's product portfolio, and through years of deep cultivation, Helion hopes to help the public understand and understand pain knowledge through this project, so that pain-free China can truly enter people's health management. The insight found that behind the huge patient base is the current situation of low public satisfaction with the treatment of pain diseases, therefore, Haleon proposed three major pain points for pain that need to be solved:
Pain point 1: The prevalence rate is high.
There are more than 300 million chronic disease pain patients in mainland China, and it is growing at a rate of 10 million ~ 20 million per year.
Pain point 2: Low pain awareness rate.
Public awareness of pain is low, at 14.3 per cent.
Pain point 3: Fear of using drugs.
Many people believe that drugs will cause side effects, and they choose to be patient when faced with headaches, toothaches, shoulder and neck pain, and other pains.
Case scenario
At present, mobile media such as WeChat groups, Douyin, Toutiao, and Weibo have become the main channels for the mainland public to obtain news and information. At the same time, the development of digital media technology has realized the deep integration of text, images, audio and video, which has greatly enriched the reading experience of readers and made the public more willing to receive information and knowledge in the experience and interaction.
In view of this and the above-mentioned pain points, Acxiom has customized an omni-channel digital system for Fenbidex and Voltarine, through more detailed consumer insights, authoritative knowledge base construction, and digital fun interactive experience, to efficiently improve the health literacy of the whole people, and help consumers correctly recognize pain and use drugs correctly, so as to achieve the core goal of expanding brand voice and pain awareness education.
Policy enforcement
Starting from the pain points of pain education and brand development, pain and brand awareness education is realized in stages:
Step 1: Pain awareness education + brand awareness education;
Step 2: People's Daily Health Client Online Version & CIIE Offline Version;
Step 3: Gain insight into the needs of the crowd and further design customized functions.
Step 1: Pain awareness education + brand awareness education
Data shows that there are currently more than 300 million people in the mainland who are troubled by pain, but the public's awareness rate of pain diseases is less than 20%.
In addition to pain awareness education, Helion further strengthened brand awareness education and launched a variety of digital management tools with Acxiom. For example, Voltarine's posture detection mini-program "Posture Check" and Fenbid's pain level self-test mini-program "Pain Institute" help consumers discover potential health risks and improve self-care awareness through taking photos and self-testing.
Step 2: People's Daily Health Client Online Version & CIIE Offline Version
Large exposure in a short period of time can help quickly increase market penetration and further strengthen pain awareness education and brand awareness education, which requires the selection of media platforms with strong potential and efficient reach.
Online, Helion cooperated with the People's Daily Health client, and offline, the 6th China International Import Expo, with a total exposure of "tens of billions", has also become a must. The participants had a new understanding of pain in the process of taking photos and self-testing through the offline large screen, and further helped consumers understand the brands of Fenbide and Voltarin.
For different online and offline channels, Acxiom has developed different versions of the "Pain Science Management Tool", among which the online version uses the authoritative expert resources of the official media platform to jointly create a pain prevention and control education ecosystem with the main functions of "knowledge to refute rumors", "popular science learning" and "symptomatic medication", and the offline version adds three new functions: "Pain Research Institute", "Body Posture Check" and "Pain Management Service Center" to further strengthen the offline large-screen interactive experience.
Step 3: Gain insight into the needs of the crowd and further design customized functions
Taking into account the actual needs of the people for online consultation, drug purchase in pharmacies, and clinic visits, in the future planning, the functional design will be more in line with the actual needs of the people.
Therefore, in addition to the above two versions, in the future, the digital version and the pharmacy/clinic version will be added, and four new functions will be added: "Online Consultation", "Nearby Pharmacies/Clinics", "Pain Patient Education Phase II", and "Interactive Experience Phase II" to further strengthen the interactive experience and popular science education.
Among them, the digital version is used for online communication and cooperation with the third-party pharmacy drainage, with richer interactive functions and can also undertake more consumer assets, and the pharmacy/clinic version is used for offline pharmacy or clinic large-screen promotion, and completes popular science education for patients in the process of buying drugs and visiting patients.
In addition, given the increasing frequency of the public jumping and receiving information between different mobile media, this requires brands to achieve omni-channel, large-scale, digital coverage and cater to audiences from different channels.
Online, through the brand official account, online cooperative pharmacy official account, cooperative media APP publicity, offline, through the pharmacy, clinic electronic screen, water sign to the pharmacy purchase, clinic patients to carry out science education.
Customer testimonials
The core goal of the Painless China Initiative is to raise awareness and management of pain diseases among the population through the efforts of the government, the media, and industry. In the process of implementing the popular science action, the blessing of digital tools and content has comprehensively improved the effectiveness of education and the efficiency of dissemination. Acxiom's team empowers projects with an efficient, flexible and professional collaborative image. They have a deep understanding of our business needs and meet them by providing innovative digital solutions. Acxiom has always maintained excellent communication throughout the process of cooperation and has been impressed by the quick response to questions.
About Acxiom
Acxiom is a global marketing solutions company dedicated to data-enabled marketing, providing customized products and services for brands, helping companies build deep relationships with consumers and achieve sustainable business growth, serving customers across well-known FMCG retail industries such as beauty, home cleaning, food, and apparel. Among them, the data business includes consumer insight, membership system and rights design, crowd operation, etc., and the technical services cover user intelligent management system, data asset management and governance, modeling, etc., to help brand owners achieve precision marketing and enhance customer value in multi-dimensional application scenarios, such as new recruitment, repurchase, and consumer insight.