CHPA Case Proposal

PRescription Communications
Reverse the Reputation

Consumer Healthcare Products Association Case Proposal
Spring 2013
Jennifer Darland, Marshall Jay, Devon Harris, Michael Lansing, Josephine Hankey
CHPA
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Doctors Orders
Table of Contents
Team Introduction - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -2 Executive Summary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3 Research - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4 Background - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -4 SWOT - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- 7 Primary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -8 Planning - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 12 Goals and objectives - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 12 Publics - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 13 Key messages - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 14 Spokesperson and partnerships - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -14 Implementation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -16 Strategies - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -16 Tactics - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -17 Timeline - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 22 Budget - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 23 Evaluation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 24 Resources - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 25
Spring 2013 Jennifer Darland, Marshall Jay, Devon Harris, Michael Lansing, Josephine Hankey
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Our Practice
PRescription Communications is a young, private public relations firm based in College Park, Md., and comprised of University of Maryland alumna communication talent from up and down the East Coast. Our firm values innovation, creativity, and strategic planning in designing effective public relations programming. President and Chief Executive Officer, Michael Lansing, left his position as Consumer and Market Research Director at Johnson & Johnson Marshall Jay to Josie Hankey create PRescription in 2012. His areas of expertise include research Creative Campaign development and financial Director communications. Our Senior Account Strategic Director Executive, Jennifer Darland, has an extensive background in marketing strategies for consumer and health communications. Devon Harris is the former vice president of health, education and safety strategic communications and public relations firm, Hager Sharp. She works closely with tactics and corporate partnerships. With expertise in marketing and creative development and a proven track record of effective innovative programs, Creative Campaign Director, Marshall Jay, is the firms leader inventive leader. As Strategic Director, Josie Hankey specializes in strategic campaign development, as well as internal communications.
Michael Lansing Presdent/CEO
Jennifer Darland Senior Account Executive
Devon Harris Account Executive

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Executive Summary
The Consumer Healthcare Products Association (CHPA) is a member-based association comprised of more than 80 active and 140 associate manufacturers and distributors of over-the-counter medicines and dietary supplements. Their impressive roster of pharmaceutical companies includes Johnson & Johnson, Merck, Pfizer, and Proctor & Gamble.
Mission
CHPA is committed to promoting the increasingly vital role of over-the-counter medicines and dietary supplements in Americas healthcare system through science, education, and advocacy. The association provides leadership and guidance on regulatory and scientific issues to Congress; state legislatures; and federal, state, and international government agencies. CHPA shares tools and information with partners across the glove to ensure the safe and responsible use of OTC medicines.
Problem Diagnosis
How can CHPA successfully promote the positive aspects of OTC medicines while sharing tools and information that will ensure the safe and responsible use of them?
Challenge
The association has challenged us to support their mission and goals by developing a strategic plan with creative tactics to highlight their story of value, trust, affordability, and empowerment in regards to the OTC medicine industry. In order to effectively project the value and vitality of OTCs and boost CHPAs reputation, our project proposal will implement a multi-dimensional program platform over the course of three years aimed at the niche publics of college students and adults.
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Medical History
Secondary Research
In devising this campaign, PRescription followed a series of logical steps known as RPIE (Research, Planning, Implementation, Evaluation). We conducted secondary research to get a better understanding of CHPAs problem and opportunities. This informed us of what is already known and what new data we will need to determine through primary research. First, we set to determine what information is already available through CHPAs existing efforts and website. We found that CHPAs Annual Executive Conference is an effective way of connecting with and keeping member organizations up-to-date on the latest developments in the consumer healthcare industry (CHPA Info, 2012). Our PRescription team felt that we could use the items covered in the daily sessions to help build a successful campaign. Through knowing the upcoming meeting topics, our future efforts in developing primary research, as well as objectives and strategies, could better coincide with our campaign. Additionally, we found existing CHPA resources such as Your Health At Hand and Stop Medicine Abuse offer comprehensive data, information, and educational tools, readily available and accessible to target publics. These initiatives have well-managed and regularly updated social media channels providing key publics with valuable information (Your Health At Hand, 2013). The CHPA is in favor of more prescription-to-OTC switches being made by the FDA. A recent Booz & Company study reported that 240 million people each year treat illnesses with OTC medicines. According to the study, an estimated 60 million of these consumers would not otherwise seek treatment that is a staggering 25 percent. CHPA is discussing how tools and new technologies, beyond the traditional Drug Facts label, can assist consumers in the OTC selections. For instance, diagnostic tests, health kiosks, smart phones (apps), self-screeners and pharmacists consultants (CHPA Press Room, 2012). Our team also found that the CHPA website has a lot of useful information, but the density and lack of conciseness could be very overwhelming for certain publics. In addition, the CHPA website does not currently directly target the important public of teenagers. Their current external target publics include the medical community, parents, member organizations and legislators; causing CHPA to rely on such publics to relay knowledge on safety/abuse information to other publics. While their media kit contains relevant information, the materials do not showcase the creative efforts that are currently produced for the brand. Also, the links
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for their social media campaigns are not easily accessible and can only be found after thorough research (CHPA Info, 2012). Next, we explored the overview of OTC medicine itself, as well as the issues and opportunities it presents. For example, the same Booz & Company study stated earlier found that one in 10 office visits to professional healthcare providers result from minor ailments that are self-treatable through the use of OTC medicines (Your Health At Hand, 2013). This finding suggests that tens of millions of treatments are unnecessary, costing the U.S. healthcare system more money. The study goes on to state that OTC medicines provide $102 billion in annual savings to the U.S. healthcare systems (Your Health At Hand, 2013). Additionally, a survey conducted by Nielson and IMS revealed the most important factors in determining consumer trust in OTC medicines are efficacy, side effects and recommendations from professional healthcare providers. Results show that more than two-thirds of consumers prefer to use OTC medicines over their prescription counterparts (Business Wire, 2013). This research supports the necessity of OTC medicines in the U.S. healthcare system, thus fostering support for engaging with publics and raising an awareness of the value and affordability OTC medicines provide to our society and economy. Improving such awareness and knowledge will rally support for the Prescription to-OTC switch paradigm currently under consideration by the FDA. This initiative aims to expand the availability of OTC medicines to consumers. Finally, we conducted further academic research to determine the already existing data on OTC drug abuse. CRC Health states that OTC drug abuse is classified as the use of an over-the-counter medication that does not conform with the intended purpose of the medication (CRC Health Group, 2011). According to the National Institute on Drug Abuse, a University of Michigan study found that almost 6 percent of 12th graders had abused OTC drugs in the form of cough medicine in the past year. Furthermore, behind marijuana, prescription and OTC drugs are the most commonly abused drugs by Americans 14 and older. The study goes on to state that most teens abusing drugs today get them from peers or relatives (DrugAbuse.Gov, 2013). Additionally, an article published by education parental and teen help site, www.teenhelp.com, highlights some key findings addressing the availability of OTC drugs, attitudes toward OTC drug use and the lack of education surrounding these drugs. Interesting statistics include (teenhelp.com, 2013): 56 percent of teens feel that getting OTC drugs is easier than getting illegal drugs 40 percent of teens agree that OTC medicines are much safer than illegal drugs 55 percent of teens do not strongly feel that it is risky to use cough medicine to get high 10 percent of teens report they use cough medicine to get high
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92 percent of parents claim to talk to their children about drug use 60 percent of parents report speaking to their children a lot about marijuana use BUT only 33 percent of parents report talking to their teenagers about the dangers of over-thecounter medications to get high
The prevailing issue these findings point out is the strong focus on the dangers of illegal drug use and the lack of emphasis on the dangers of OTC medicine use. False perceptions and attitudes on the safety of OTC medications provide a setting for higher OTC medicine abuse among teenagers. After conducting an environmental scan of blogs and websites discussing OTC abuse we derived the following warning signs parents should be aware of and tips on how to prevent OTC abuse: Warning Signs Tips for Prevention Visits to pro-drug Internet sites that Start talking about the dangers when theyre have information about how to obtain preteens and use OTC drugs Speak early, often and clearly Previous hobbies disregarded Stay involved in your childs life Disrupted sleeping patterns Be aware of your medicine cabinet Missing medications Mark your medicine bottles with dates Empty cough syrup bottles Emphasize how misusing medication can Changes in friends, appearance, hygiene destroy relationships and keep him/her from or behavior achieving goals Negative changes in school Teach your child to say NO firmly but performance kindly, give a reason, then change the Increased secrecy subject or leave the situation Changes in conversations with friends Monitor your childs Internet usage for signs of prescription drug involvement. For millions of Americans, OTC medicines are accessible, relied upon and effective at treating everyday ailments like fevers, headaches, common colds, allergies and much more. However, their benefits, such as providing consumers the opportunity to provide for themselves and loved ones with safe and readily accessible treatment options, are often overlooked by their infamous reputation of abuse. CHPA and PRescription are looking to highlight the positive effects of OTCs through educating, managing and tackling the abuse epidemic.
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Vital Signs
Strengths Weaknesses Existing CHPA resources such as the Stop Media kit on website has good information; however, all of the materials are traditional Medicine Abuse campaign, Your Health at Hand and dont showcase the creative efforts initiative, and The Value of OTC Medicine to produced for the brand the United States study, offer comprehensive data, information, and educational tools, CHPA does not directly target the important readily available and accessible to target public of teenagers. Current external target publics include the medical community, publics. parents, member organizations, and Well-managed and updated social media legislators. channels, including Facebook and Twitter. Website has a lot of dense information that is CHPAs Annual Executive Conference is an almost overwhelming for the average visitor effective way of connecting with and keeping to comprehend. member organizations up-to-date on the latest Links to social media channels are not easily developments in the consumer healthcare accessible industry. Opportunities The rise of social media outlets as a trustworthy source for important news in a variety of subject areas A lot of federal legislation involves the regulation of OTC drugs, giving CHPA an opportunity to connect their publics with key legislators, allow publics to influence regulation, and expand the brands story Growing number and credibility of Mommy bloggers offer another channel to reach target publics with The current state of our nations economy and debate in the healthcare system draws public interest to the topic of OTC medicines and their overall convenience and financial benefits.
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Threats Key partner of CHPA and influencer in the healthcare industry, the Food and Drug Administration, has been chronically underfunded for many years, hindering its ability to perform responsibilities and objectives in ensuring safety in our nations food and drug supply Wide variety of active member groups who could be utilized for various purposes Some movements in federal legislation aim to decrease the legal amount or dosage of active ingredients in OTC medicines, making it necessary for consumers to obtain a prescription for certain medications/treatments instead.
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Medical Tests
Primary Research
From our secondary research we found that the most likely public to abuse OTC drugs are teenagers. But we felt that it was necessary to get more information regarding young adults, such as college students ages 18 to 22. We hypothesized that, like teenagers, young adults would also be a primary public abusing OTC medicine. So through surveys, focus groups, and interviews, we were able to achieve a much greater understanding of college students perceptions and knowledge of OTC medicines. Our first method of primary research was a survey that was executed via the online program called Survey Monkey. Our team distributed this via Facebook and our organizations listservs. The questions that were sent out were: 1. Classify yourself based on: age, sex, income 2. How often do you buy OTC medicine? a. Never, only when Im sick, seasonally, I always have them 3. What are the reasons that you buy OTC medicines? a. Chronic illness, side effects of another medicines, preventative measures, abuse, minor pain, injuries, allergies 4. Are you aware of any of the dangerous side effects of some OTC medicine? a. Yes, no 5. Have you ever received educational information about OTC medicine? a. Yes, no 6. Do you know where to find information about OTC medicine if necessary? a. Yes, no 7. Have you ever heard of the term robotripping, or heard about people drinking excess amounts of cough syrup? a. Yes, no 8. How often do you read the labels on OTC medicines? a. Always, a lot of the times, sometimes, rarely, never 9. Do you research any OTC medicines that you purchase? a. Yes, no 10. Have you ever abused OTC medicine? a. Yes, no
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After surveying 183 college students ages 18 to 22, we determined many facts that would eventually help guide our overall objectives, strategies and tactics. For instance, 47 percent of those surveyed stated that they buy OTC medicines when they are either sick, while 7 percent and 3 percent stated they either buy them seasonally or not at all, respectively. The other 43 percent stated that they usually always have them. Also, the primary reasons college students buy OTC medicines is for allergies, minor pains, or preventative measures. Furthermore, if you look at figures 1 and 2 pictured below, you will see that 83 percent of college students have never received educational information about OTC medicine, while 69 percent do not know where to go to find information about OTC medicines. An even more alarming statistic is that 72 percent of college students surveyed admitted to abusing OTC medicine, see figure 3. We felt this formal research technique allowed for our collected data to be valid, reliable and generalizable; however, we do admit due to limited resources we allocated our surveys using the snowball effect, which could have hinder the validity of our results. In the future, we would love to do a random sampling of all college students nationwide, if our resources permitted. Have you ever received educational
information about OTC medicine?
Do you know where to find the information about OTC medicine if necessary?
Have you ever abused OTC medicine?
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In addition to surveys, we conducted four focus groups of college students ages 18 to 22 to gauge the depth of feeling on OTC medicines. Two of the focus groups were strictly affiliated with Greek life, while the other two groups had no Greek life affiliation. We made this distinction to determine if either group would be more likely to abuse OTC. This would have allowed us to specify our target public even further, which would help tailor our strategies and tactics; however, we did not find too much disparity among the different groups. This informal, primary research allowed us to gather qualitative data, explore associations with OTC medicine and enabled respondents to react to one another. Similar to our surveys, we found that college students were uneducated about the dangers of OTC medicines and unaware of where to obtain OTC information. Most of the participants agreed that Google would be their primary source in acquiring information about OTC medicines, while a small portion stated they would used WebMD. Sleeping aids, such as Nyquil or TylenolPM, were by far the most commonly admitted OTC drug abusedwith diet pills and laxatives being a distant second and third. An interesting dilemma we discovered was more than 85 percent of the participants revealed they have used Nyquil to help them go to sleep; however only 60 percent admitted to abusing OTC drugs. Thus leading us to believe that the biggest abuse of OTC medicine among college students is through the form of sleeping aids, despite some of the public not even realizing they are abusing OTC drugs. Between the survey and the focus groups, we acknowledge the 12 percent difference in our publics admittance to abusing OTC medicines, and attribute the inconsistency to the social desirability bias. We believe during the focus groups, respondents had the tendency to answer the questions in a manner that was viewed favorably by others. Lastly, we used the focus group as a pre-test toward our preliminary strategies and to determine college students opening to information. All of the participants agreed they would find it helpful if we developed a free go-to app that could answer all of their medication questions and needs. Everyone also really liked the mixology idea, which would inform the users what specific drugs/medicines can and cannot be mixed together- such as alcohol, which is something most college students intake on a weekly basis. Additionally, college students felt it would be helpful if kiosks were set up in local CVSs to provide further information on OTC drugs and direct them toward the best choice. Due to our lack of resources we were unable to reach high school students to gather a greater breadth of information. So instead we conducted influencer interviews with the intervening publics that would most likely provide information to themparents and teachers. The results showed:
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Parents 50 percent of parents hide their OTC drugs from their children. Most do not research any OTC medicine prior to purchasing Most do not receive any educational information on OTC medicines The few that did said it came from healthcare provider 100 percent of the parents said they would look for information online Teachers Every teacher knew of students abusing OTC medicine in their schools The schools provides minimal to no OTC education to students Overall, to construct a successful campaign that effectively targets CHPAs problem we had to first gather the facts and perceptions of every involved stakeholder group. After conducting our secondary research, we used both formal and informal primary research strategies to obtain a more in-depth analysis of our primary publics knowledge and perspectives. In turn, this will guide our goals, objectives, and theoretical strategies used in planning and implementing our campaign.
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Course of Treatment
Goal
In recognition of the core problem CHPA is currently faced with, our overarching program goal is,
To create a favorable outlook of over-the-counter medication in Americas healthcare system Objectives

We will strive to meet the following objectives to ensure our program is on target through out the three-year campaign and on the way to achieving the aspired goal. 1. Educate publics on various medications, their uses, dangers and side effects, by gaining five million downloads of a new OTC mobile application after three years 2. Decrease OTC abuse among college students by 50% through localized educational event efforts 3. Increase awareness of program efforts and issue existence by obtaining ten traditional media placements and one new media placement surrounding each strategic event Objectives serve as a compass for public relations practitioners, directing our strategic decisions in program development and implementation. Furthermore, objectives are essential to the monitoring and evaluation process, offering the specific means of measurement of process, outcome, and output to assess the programs impact. Our program objectives are primarily concerned with outcomes, such as awareness and behavioral change. While educating publics may be more of a process objective, the means we are employing to determine achievement of this objective involve a change in behavior; downloading the application. The final objective encourages an outcome in awareness, but also offers an opportunity for us to track our progress during program execution through earned media coverage.
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CHPAs Patients
Publics
Using secondary background primary research insights we were able to identify different populations of people with varying interest and stake with regards to CHPA efforts. We saw a necessity for concentrated efforts within two key publics, thus propelling the ideas behind our campaign and determining segmenting of populations based on opportunity and interest. Primary College students, ages 18 to 22 Adults and parents
Synthesis of our research materials showed CHPA does not currently have an educational program in place to target the demographic of college students. There are indeed materials and resources available to the high school student population, but we saw an opportunity for the association to expand its influence and target a more appropriate audience. Our primary research offered further insight to support this research hypothesis, showing the existence of a culture of sleep aid abuse among the college population, who does not recognize the behavior as abuse. Interview findings supported this culture of ignorance, as interviewed high school teachers reported their institutions provide little to no OTC education. Technically savvy adults and parents of college students are our second key public due to the populations consumer involvement and possible influence over the public of college students. Interviewed parents admitted to purchasing OTCs without conducting research and agreed they would use the Internet to find this information, were it available. Secondary Healthcare influencers such as pharmacists, doctors and nurses Traditional and new media outlets Federal legislators Activists Intervening
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Prescription to the Problem

Key Messages
Our campaign goals, objectives and collective efforts are aimed to express the following penetrating messages for each respective primary public. Efforts targeting college students address the sleep habits and OTC abuse of this public. Campaign messages are intended to motivate them to adopt healthy, natural practices over sleep aids.
Sleepless nights in college are many, but natural sleep solutions can give you plenty.
Efforts targeting the second primary public of adult consumers and parents are informative, and motivate the public to use our proposed resources and tools to educated themselves and others of the values and uses of OTCs, as well as the side effects and potential dangers in misuse.
Knowledge has the power to nourish the body. Know your medication to ensure a healthy recovery. Spokesperson and Partnerships
Our team recognized the influence capacity and positive campaign impacts spokesperson relationships and external partnerships can have on program efforts. Identifying an appropriate individual to become this spokesperson was somewhat of a challenge, but based on familiarity with health topics and established reputation, we chose CNN Chief Medical Correspondent, Sanjay Gupta, to be a source of trusted industry and health knowledge for the public. His impact as an official spokesperson will be assessed in the dissemination of specific tactics. We also determined two partnerships utilizing companies with a national presence. CVS Through our research we found that most of our publics are obtaining their OTC medicines from either a drug store or retail store. PRescription knew that in order to reach these publics and truly influence and educate them, we would need to directly engage with consumers during their buying experience at such stores.
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We strategically chose CVS as the drug store that we would partner with for several reasons. First, CVS currently does not have any affiliation with an organization similar to the CHPA, nor does it implement an educational program concerning the safe use of OTC medicines. The chain store does donate money and sponsor St. Jude Childrens Research Hospital, so we know that they are open to philanthropic eff orts and partnerships. We have also found that most of the college campuses we will be running our promotional events on have a CVS store within a five-mile radius. By partnering with this credible drug and retail store chain, CHPA will be able to reach their publics where they already are. This partnership will be used in a reverse placement event, which will enable CHPA to enter drugs stores and educate those shopping there. Serta Our secondary and primary research found that one of the most common abuses of OTC medicines among college students is sleeping aids. Students feel that because of the amount of caffeine and energy drinks that they abuse during the day, they often have trouble sleeping at night. We also found that most college students though, do not consider this form of OTC use abuse. Prescription PR decided that we nee ded to educate these college students and let them know the proper way to use OTC sleeping aids and educate them on the ways in which they are actually abusing them. Serta is a popular mattress company that currently offers affordable and low-cost options. This is beneficial because when you are a college student you are generally on a budget and always looking for the most costefficient supplies. Partnering with a well-established company like Serta is beneficial because of their immense social media presence, affordable pricing and brand following. This partnership will be used in a strategic tour across college campuses to raise awareness of OTC sleep-aid abuse. To promote the strategic partnerships and other outreach components of the campaign Prescription PR has identified a spokesperson that we believe to be appropriate and attainable. Dr. Sanjay Gupta, CNN's Chief Medical Correspondent, will be used as the face of the campaign. He will promote the partnership with Serta, as well as be the leading face of the CVS campaign and promotional event. Sanjay has a very credible medical reputation and is known for his appearances on healthcare-related television programs.
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Implementation
Strategies
1. Educate primary publics through outreach methods that target them where they are already looking. a. This educational outreach will reach our primary publics through a free iPhone app. The app will replace all current informational outlets that are providing mixed and skewed information about OTC drugs. The platform will promote factual and useful information that is extremely accessible to college students. 2. Partner with well-known and reputable organizations a. In addition to spreading awareness and educating our publics about OTC abuse, we will strategically partner with well-known and reputable national and local organizations to increase the visibility and success of our promotional events. 3. Use a reverse placement partnership and program to gain attention, reach and educate our publics through traditional methods. a. In addition to a partnership used to promote our events we will utilize a strategic partnership that will allow CHPA to talk and interact with our publics where they are buying OTC. This will educate and inform all shoppers before they buy the products and provide them with the resources that they need to stay educated. 4. Garner attention for OTC abuse and the CHPAs efforts to reverse the reputation via a credible and trustworthy spokesperson. a. By putting a face on the campaign we will be able to reach a broad range of publics that may not be necessarily covered in our primary audience. This source will increase visibility and help us obtain the coverage that we need to make all of our strategies successful.
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Tactics
Medictionary What It Is CHPA will create a free, focused app for iPhones that targets parents who use OTC medicines and monitor their childrens OTC medicine use, and college students who use OTC medicines. The app will be top -of-theline and will compete with WebMDs app; however, it will be user-friendlier and will have features that WebMDs app does not. This is a longterm business endeavor, as developers will consistently change and improve the app to meet users wants and needs. How It Works We have created a 10-step process to create a successful and effective app that college students and parents will choose to use over any other app of this type. Step 1: Get a feel for the app market Download $100 worth of apps and explore them for two weeks to understand what is already created. Questions to consider: Does this app meet any of my OTC needs? Did I become a raving fan after trying it? How are they marketing to customers? What is the competitive advantage of this app? Step 2: Look to successful apps Emulate successful apps to have a better chance of succeeding because it takes the guesswork out of creating an app save time and money! Questions to consider: Why are people downloading this? Can I take this app to another level? How many other similar apps are there? Step 3: Design the app before you send it for coding Step 4: Register as a developer Step 5: Find prospective programmers Step 6: Sign NDA, share idea and hire a programmer Step 7: Begin coding Step 8: Test the app Step 9: Post the app to the app store Step 10: Market the app
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We already completed steps one and two to make better suggestions for Medictionarys purpose and functionality. After using multiple birth control apps, coffee consumption apps, first aid apps, WebMDs app and other health-related apps, we believe Medictionary should have a search option, mixology option and a timer option. The search option will allow users to search every OTC medicine by brand or generic name to find information that is similar to what is on the medicine bottles; however, it will use common terms and no jargon. The mixology option will allow users to input other medicines (OTC and prescription) and OTC medicines they want to use into the app to make sure there are no adverse reactions. Lastly, the timer option will allow users to input when they take doses of OTC medicines and set timers to remind them when to take more doses. We will work closely with CHPA to assure that successful developers and programmers complete steps three through 10. Why It Works Reach: For cost-effective purposes, we suggest CHPA begins with programming Medicitionary just for iPhones. It is very expensive and time consuming to program apps for Droids and BlackBerrys, so we feel it is best that CHPA use iPhones for the pilot app. Many college students and tech-savvy parents use Google to find answers to their OTC medicine questions, so our app will help these publics find credible information from their iPhones very easily. Education: Medicitionary will be seen as the credible, fast and reliable source to answer all OTC medicine questions. The app will break down jargon found on OTC medicine bottles into terms that college students and parents can comprehend quickly. Engagement: Medictionary will be interactive, with its mixology and timer options, compared to WebMDs app. The app is easy to download and users can learn about it from the media tour and other CHPA outreach events. SERTA-fy Your Sleep Habits What It Is CHPA will partner with Serta Mattresses to hold the SERTA-fy Your Sleep Habits event on college campuses around the country. This event will be used to address college students abuse of OTC medicines to aide in a regular sleeping cycle. The doctor on hand will be available to answer any questions as well as to lead a
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discussion about the proper use and benefits of the same OTC medicines. We will also use this event as a launch spot for our Medictionary app. How It Works We plan to hold the inaugural event at The University of Maryland, College Park. We will draw attendance by offering raffles and games with prizes sponsored by Serta Mattresses. The raffle will be a random drawing of ticket stubs that we hand out to each person in attendance. The winner will receive a new mattress, bed frame and linens. One game we will hold will be a mattress race. Teams will compete to push a mattress outfitted with wheels around a marked course. The winners will receive a prize from Serta Mattresses to be announced. A doctor will be on-site to hold a discussion about misusing OTC medicines to help you sleep. He will also discuss the great benefits those same medicines have when used appropriately. The doctor will be a resource for all in attendance to learn about OTC medicine. The doctor can provide facts and tactics that college students can use to naturally get more and superior sleep. We will use these events as a place to talk about Medicitionary as well. We will have QR Codes at all of the events so that patrons can download the app right there. The doctor will have a good understanding of the app and can answer questions or point out cool features to the new users. Why It Works Reach: Holding the event on college campuses targets one of our main publics, college students. Through our research we found that many college students are abusing OTC medicines to sleep on a regular basis. Sleep being something that every college kid wants more of, we thought that discussing better sleeping habits as well as giving away mattresses would draw a bigger crown of our target public. Education: We will have the doctor present to discuss sleeping habits with the attendees. We hope that getting more sleep would be something that every college student is interested it. We will also use this space to talk about the harmful ways in which people are abusing medicines. The doctor will also be an authority on the benefits of some of the abused medicines and how can students use them to their advantage. Engagement: Holding the event in a central location on campus will improve our attendance rate. Enticing attendees with the chance to win free mattresses or sleep related items is all most college students need. We will have the doctor as well as CHPA representatives there to engage with the people. Having the QR Code available for the attendees to download the app adds another dimension to the engagement. We will have staff there to explain the app and all of its great features.
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Putting The C in OTC What It Is CHPA will partner with drug store and pharmacy CVS to reach their target consumers where they are shopping and buying OTC medicines. CHPA will set up an educational booth in select CVS locations and have representatives there to answer questions and distribute facts about OTC medicines and the proper ways to use them. This informative counter will be a mock of the pharmacy counter to show it is just as important to know how to take over-the-counter medications, as it is prescription drugs. How It Works CHPA will select 16 U.S. CVS locations for tier-one outreach activities that will take place in Spring 2014. These outreach activities include an educational counter, Dr. Gupta at as many locations as he can attend, educational pamphlets and app promotion. CHPA will place representatives behind these counters to answer questions and hand out information pertaining to the most popular OTCs, safe consumption and awareness of OTC abuse. At each location CHPA will also promote the Medictionary app by asking shoppers to scan the apps barcode into their phone and try it out while in-store. While it cannot be guaranteed that Dr. Gupta makes it to every CVS location, if he is in fact the CHPA partner for this campaign, he will need to make appearances at at least half. Why It Works Reach: Our target audience of college students, parents and high school students are found to be obtaining their OTC medicines from drug and convenience stores. Promoting the OTC counter through social media and traditional media will help reach all audiences and spread the word about this event. Education: While OTC medicines often come with instructions, our research revealed that our audience actually does not read the bottle, nor know where to find information about their OTC medicine. By placing an information portal where they already are we are educating our audience in the most accessible fashion. Engagement: Interactivity of in-person and online events make this strategy an engaging promotion. Our audience will continue the conversation online through the mobile app and be more inclined to interact with CHPA social media outlets after seeing them in person.
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An Experts Advice What It Is CHPA will set up Dr. Sanjay Gupta as the official CHPA spokesperson for this campaign. He will attend the SERTA-fy your sleep kick-off, as well as at least half of the CVS locations. Dr. Gupta will do a media tour to promote the campaign and host a Twitter hash tag, #AskDrGupta, to answer any questions about OTC medicines and OTC abuse. How It Works To start the campaign Dr. Gupta will do a media tour in summer 2013. This tour will promote the SERTA-fy your sleep campaign and attract media to the college campuses in which he will be attending. In the fall, Dr. Gupta will kick-off the college campus tours and attend as many events as he can. He will host events and activities as well as promote the app and his hash tag. CHPA will also have Sanjay Gupta make appearances at at least eight CVS educational counters. It will be heavily promoted that he is there in order to attract a wide range of audiences and gain coverage for these in-store counters. While in CVS he will be answering questions and promoting his Twitter hash tag. In addition to the #AskDrGupta hash tag, Dr. Guptas social media promotion will have facts of the day, educational advice and other OTC safety information directly from a credible source. Why It Works Reach: By partnering with an influencer with a built-in audience, CHPA instantly gains visibility that media placements alone could not produce. Using a spokesperson allows for additional outreach activities, like a media tour, that traditional PR methods would not alone acquire. Education: Having Sanjay Gupta represent our campaign provides us with expert information that can be used throughout each strategy. His credibility as a source will drive audience trust of CHPA. Engagement: Working with a spokesperson gives the target publics additional incentives to engage with our promotional events and outlets and share their experiences within their networks. Through a social media campaign designed around Twitter and the use of a hash tag, our primary publics will feel even more involved and engaged with not only Dr. Gupta, but with the CHPA and the entire campaign.
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Timeline
Q1 (May-July) Research CVS stores Set up University of Maryland Serta Event Begin researching and developing app Q2 Launch CVS campaign at 2 major cities (D.C., Richmond) Set up Serta Event for SEC Use spokesperson on media tour for summer CVS campaign in Northeast (Boston, NYC) Run 3 more Serta Events Promote App Q2 (Aug.-Oct.) Promote UMD Serta Event Launch Medictionary app UMD Serta Event Start discussions with other schools (East Coast) Q3 CVS campaign in Midwest (Chicago, Indianapolis) Promote App Launch 2 more Serta Events Q3 (Nov.-Jan.) Launch Social Media presence for Medictionary Set up at least 3 more Serta Events for Q4 Q4 (Feb.-March) Host three more Serta Events at college in Northeastern hemisphere Promote App Set up CVS stores
Q1
Q4 Launch 3 more Serta Events Promote App CVS campaign in Northwest (Seattle, Portland)
Q1 Analyze success of Serta campaign Survey college students Determine if replicable Analyze High School options CVS campaign- 2 in West (San Francisco, LA)
Q2 Implement High School events CVS campaign- 2 in Southwest (Phoenix, Dallas)
Q3 Implement High School events CVS campaign- 2 in Southeast (New Orleans, Orlando)
Q4 Implement High School events Analyze campaign Conduct post-test surveys
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Budget
Item App Development Placement of app in iTunes Educational Material Putting the C in OTC Dr. Sanjay Gupta Media Tour (personal fee and transportation) Serta-fy Sleep Events $50,000 (Serta) $25,000 (CVS) Subsidy CHPA Cost $75,000 $100/month $10,000
$65,000
$50,000
Total:
$75,000
$200,100
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Monitoring and Reporting

Evaluation
Preparation The first step in the evaluation phase is to look back at our research and decide whether or not it was sufficient for our campaign. We will also look at if we asked the right kinds of questions, and did it lead to a successful campaign. We will monitor this step as the campaign unfolds to see if we must conduct any further research to help better the program in the future. Implementation Being the logistical phase, we will evaluate whether all items were completed in a timely manner consistent with our timeline. We will look at how well we used our resources and if there were any additional costs or surpluses that we did not expect. During this phase we will count our media placements to see whether we hit our goal of 1 million. We will also have to evaluate whether we were able to get on all of the major channels such as NBC, CBS, ABC, CNN and FOX. We will also look at the attendance of our events and compare it to our goal of having 300 students at each event. We plan to look at the number of downloads for our app, which we hope to be 100,000 by the end of the first year. We will check this number periodically to see if we need more emphasis or media placement for the Medictionary app. Impact The final step is to evaluate whether or not we achieved the results that we had intended. We check if the program met the objectives and changed the awareness and education level on OTC dangers. We can do this by gauging the interaction between the messages sent to our publics and their response to them. We can conduct exit surveys for a few students at each event to find out what worked, what didnt and what else they would like to see at these types of events. Online surveys can be sent to those who were apart of our focus groups, interviews and original surveys to evaluate the education level after the campaign.
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Resources
Consumer Healthcare Products Association. (2012). CHPAs 2013 Annual Executive Conference. Retrieved from http://www.chpa-info.org/AEC/Sessions
Consumer Healthcare Products Association. (6 March 2013). Understanding Trust in OTC Medicines: Consumer and Healthcare Provider Perspectives. Retrieved from http://www.yourhealthathand.org/images/uploads/CHPA_OTC_Trust_Survey_White_Paper.pdf
CRC Health Group. (n.d.). Over The Counter Drug Addiction and Treatment. Retrieved from http://www.crchealth.com/addiction/otc-drug-abuse/
Ducker, Shelly. Expanded Avenues for Rx-to-OTC Switch Empower Consumers and Can Provide Billions in Value to Healthcare System, OTC Industry Association tells FDA at Public Meeting. Consumer Healthcare Products Association. Consumer Healthcare Products Association, 22 March 2012. Web. 11 March 2013. http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html
National Institute on Drug Abuse. (Dec. 2012). DrugFacts: Prescription and Over-the-Counter Medications. Retrieved from http://www.drugabuse.gov/publications/drugfacts/prescription-over-counter-medications Partnership for a Drug-Free America. (17 May 2006). Key Findings of: 18th Annual Partnership Attitude Tracking Study on Teen Drug Abuse 2005. Retrieved from http://www.drugfree.org/wpcontent/uploads/2011/04/Key-Findings-Overview-FINAL3.pdf
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Teen Help. (n.d.). OTC Abuse Statistics. Retrieved from http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html
"Teen Drug Abuse." Parenting Teens. Parenting Teens, 30 Oct. 2010. Web. 10 Mar. 2013. http://www.parentingteens.com/ten-drug-abuse-teen-prescription-medications-abuse/
(2011). Over the Counter Drug Addiction. Retrieved from http://www.overthecounterdrugaddiction.com/index.htm
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Spring 2013

CHPA Case Proposal

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CHPA Case Proposal

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PRescription Communications

Reverse the Reputation

Michael Lansing Presdent/CEO

Jennifer Darland Senior Account Executive

Devon Harris Account Executive

Have you ever abused OTC medicine?

To create a favorable outlook of over-the-counter medication in Americas healthcare system Objectives

Prescription to the Problem

Q2 Implement High School events CVS campaign- 2 in Southwest (Phoenix, Dallas)

Q4 Implement High School events Analyze campaign Conduct post-test surveys

Monitoring and Reporting

Teen Help. (n.d.). OTC Abuse Statistics. Retrieved from http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html

(2011). Over the Counter Drug Addiction. Retrieved from http://www.overthecounterdrugaddiction.com/index.htm

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