Challenge: When GSK launched its new cold sore treatment, pharmacists were resistant to the idea of recommending a cold sore treatment that contained hydrocortisone. Our challenge was to give them the evidence they needed to prove its effectiveness before blisters appears.

Solution: We created a high impact, expert education campaign. It spanned multiple channels, from field force materials, CPD learning modules and extensive conference support to in-store consumer education, journal advertising and advertorials.

Reaction: We educated and empowered pharmacists, building knowledge and confidence in the ‘who, how and why’ to recommend.