Discussing a sensitive condition like thrush presents its own specific challenges. So the campaign needed to be educational, newsy and supported by credible third parties.
Pharmacy and GP media were well briefed on the switch in advance of the consumer launch with GP and Pharmacy spokespeople helping support and promote awareness.
A program to educate women about vaginal thrush was then launched in the light of new research that showed women are both reluctant to discuss the condition with each other and resistant to new treatment approaches.
Leading GP and popular media personality Dr Cindy Pan was a key player in the consumer campaign. Dr Pan helped keep women up to date about thrush and pointed them in the right direction for advice about treatment via the www.thrushadvice.com.au website, community service announcements, brochures and fact cards in GP surgeries and pharmacies.
Dr Pan was supported by pharmacist Rebekah Moles from Pharmacy Self Care, who spoke to women's magazines and news outlets about the education campaign.
Positive trade media relations generated 15 articles in Pharmacy and medical publications and a steady stream of consumer coverage also emerged in magazines, newspaper liftouts, TV news and radio.
Our work with Pfizer Consumer healthcare on DiFLUCAN One was rewarded with the Highly Commended award for Best Pharmacy Public Relations Campaign at the 2005 Australian Journal of Pharmacy Product of the Awards.