In addition to developing the advertising and marketing platform, GKV coordinated materials to assist in fundraising efforts.
GKV designed and maintained three global websites to educate consumers on good health and promote DSM’s branded products worldwide.
We needed to clearly differentiate Spring Valley fish oils at the point of sale — the crowded Walmart supplement shelves where many fish oil brands must vie for share.
GKV
1500 Whetstone Way,
4th Floor Baltimore, MD 21230
With it, there has been an exponential increase in the supplement business, whether it be vitamins, powders, or foods and beverages fortified with beneficial nutrients. Few agencies have the depth of experience in marketing nutrients, supplements and weight-loss products as GKV.
Visit GKVHealth.com to learn more about how we move product for health and OTC brands as well as our deep experience and decades of success in every segment of the healthcare industry.
Keep It Simple
Your product may offer many benefits. But if you try to state too much, consumers won’t hear any of them. Pick the single most important benefit and say it clearly. As an old professor used to tell me, “if you chase two rabbits, you won’t catch either one.”
Increase Your Online Presence
Gone are the days when primary care doctors gave patients all the answers. Consumers are increasingly relying on online channels to self-diagnose. Today, 96% of internet-using adults have used online health information to help them make decisions.
Packaging, The First Impression
Packaging for OTC medications is no longer just a carrier of the product. It is an integral part of connecting with the consumer. Keep it simple and targeted. For example, packaging for an all-natural dietary supplement should probably have a much more nurturing look than that of a bold, performance-enhancing sports supplement.
Keep Em' Coming Back
Many OTC medications are taken on an as-needed basis. However, vitamins and supplements are generally consumed daily. This frequent use makes the OTC industry ideal for customer loyalty programs, which can increase repeat purchases and provide a precious source of data.
No Guts, No Glory
The safe route is for the old guys who have been running the show for a long time. But their grip is loosening, and always will for the new guy who goes to where the ball will be, not where it’s been. But taking chances doesn’t mean risking it all.
KPIs... Fun? No. Critical? Yes
What makes advertising and marketing effective isn’t the numbers. It’s the insights, the creativity and sweating the details. But those skills need to be pointed in the right places. Start with the numbers, know what you are trying to accomplish, stay aware and stay nimble, so you can make your risks less risky.
