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Viral Marketing

Using doctors as gatekeepers for marketing




Launch of prescription drugs

01 Task

New prescription product

Pharmaceutical company Meda wanted to increase sales of its new prescription allergy drug. The allergy medicine market is highly competitive, and various over-the-counter drugs are already available to consumers.

Meda wanted to introduce a prescription-only product, but the company was only allowed to market healthcare professionals such as doctors. The problem was that people with allergies rarely seek out their doctors.

02 Solution

Based on focus groups

Based on focus groups, we developed a campaign with one clear message: Danes with allergy are not treated ideally.

In collaboration with a general practitioner, we developed an online test for people with allergies in order for them to test if they were treated optimally. The campaign's call to action was that people with should seek medical assistance.

Our campaign included PR activities towards the general public and a direct marketing kit for the doctors, who received information about the campaign through a newsletter.

Targeted ads helped drive traffic to select websites. We also set up a collaboration with Radio100 who promoted the online test. Lastly, we developed advertorials on the subject for vertical media Dagens Medicin.


30 press reports including TV and radio

6,000 completed the online test

10,000 information postcards were distributed in waiting rooms across the country

The doctors' newsletter opening rate increased from 30 to 60 percent 

No items found.

Want to hear more?

Christian Top Marchant

+45 29 43 12 38
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Christian is responsible for our clients within IT. He advises on strategic communication, PR and crisis communication. Christian holds a degree in media science from the University of Copenhagen. He also attended the University of Westminster in London. Previously, he has worked for Text100 and Burson-Marsteller.


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