Servier approached us to develop a digital plan to launch Venixxa, an over-the-counter product that treated two separate conditions: Hemorrhoids and Chronic Venous Disease.
Through our discovery sessions with their team, we uncovered a number of challenges that we would have to overcome. The first was awareness related. While Hemorrhoids is a well known condition, Chronic Venous Disease (CVD) was relatively unknown amongst the general Canadian populace. The second set of challenges centred around preconceptions. For instance, the acronym used for Chronic Venous Disease (CVD), is also used in reference to another, much more commonly known disease state: Cardiovascular Disease. Almost all CVD-related Search Engine or Social Media searches were returning content results related to cardiovascular disease. With Hemorrhoids, on the other hand, it was a common preconception that the associated treatment came in the form of topical cream, not pills, which Venixxa is.
Compounding the challenges was a limited budget to extend across Canada. We would need to build an airtight execution strategy in order to move the needle for our client in a meaningful way.
