Data-Centric Digital Media & Email Marketing

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Performance-based strategies garner a 40% BOOST in trial-to-purchase rate

Challenge

Prilosec™, a major provider of OTC heartburn medication, wanted to raise product trial by enhancing its sampling initiative to include a digital, direct-to-consumer program. The challenge was to increase product trial and conversion-to-purchase while cost-effectively scaling the database of new, highly qualified consumers who experience and/or treat heartburn frequently.

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Solution

Using performance-based strategies, Response Media deployed consumer acquisition tactics across multiple digital channels and networks to reach and qualify heartburn sufferers. This distributed model integrated mobile, social, syndicated registration, blogger networks, and health content sites. The approach enabled Prilosec™ to maximize consumer reach, increase acquisition opportunities, and deliver sample requests at significantly lower costs than traditional sampling programs.

Result

  • 1M+ INCREASE samples distributed
  • 40% HIGHER trial-to-purchase rate than previous efforts
  • Frequency-of-future purchase rate 1.5x >benchmark