For a niche industry like pharmaceuticals and a target group like doctors, brand building has never been this interesting. Abbott Pharmaceutical challenged the conventional marketing idioms to set an example. The task was to establish a strong alliance between Abbott and its doctors.

Using its popular brand Cremalax as the base, Abbott created a membership club called ‘Club Synergy’. Its members were doctors who prescribed Cremalax. Abbott would give personal benefits like discount vouchers on lifestyle products to the doctors. Club Synergy would also be a strong platform to interact.



The communication objective was to encourage enquiries and induce participation. Kankei Relationship Marketing was the direct marketing agency to strategise and design the communication. The creative theme focused on appreciating the doctors’ efforts. Hence creative Direct Mailers were developed with discount vouchers enclosed.

 

A key differentiator of this program was the use of SMS for the enrolment process & Tie-ups with well known brands in consumer durables, jewellery added value.

For the first time in the history of loyalty programmes, Abbott used ‘SMS’ and mobile coupons as a medium for enrolment. ‘SMS’ were reminders for the various privileges. Field representatives disseminated information.

Club Synergy was launched on 25th October 2005. In a span of three months 15,000 doctors are now its members. It has been a great success with doctors known to utilise its benefits and redeem their discount vouchers.

It goes to prove the strength of unique marketing even with selected consumers like doctors.