The brief
Vagisil were launching their first product available on prescription. Up against stiff competition in the form of well-establish Replens, it was a tough task to put Vagisil ProHydrate front of mind and turn GPs into advocates. That’s why they came to us.
The insight
Through research we found that many women are too embarrassed to talk about vaginal dryness or ask for help when in fact it’s really common. In fact, 12 million women a week are suffering in silence unnecessarily.
Our strategy
We found that the consistency of Replens was a real drawback for patients, something we could combat with Vagisil’s natural feeling and water-like formula.
So we sent packs of Vagisil ProHydrate to GPs all over the country, so they could offer it, for free, to any patients they felt might benefit. Our centre-piece was a water-reactive demo card, that only revealed its messaging once the sample was applied. It ensured GPs and patients engaged with the product while simultaneously appreciating its superior formula. To accompany the samples, we created a suite of empowering and informative assets that broke down stigma and offered hope, including leaflets and posters especially for patients to encourage conversation.
