Maybe you’ve seen it on TV or heard it on the radio. Over the past few months, there’s been a lot of news about the growing problem of head lice resistance to over-the-counter products. In fact, recent studies show that head lice in 42 states have developed mutations that make them resistant to the most popular pyrethrin- and pyrethroid-based therapies like Nix.
For ParaPRO, a pharmaceutical company that manufactures a prescription product for treating head lice, this represents a big opportunity. So they recently asked us to educate physicians in their core markets on the need to change prescribing habits from OTC options to Rx treatments (including their own) that are still highly effective.
The goal would be to raise visibility not just for head lice resistance, but also for ParaPRO and their head lice brand.
How we did it—research through results.
We took a close look at how consumers think about and use OTC drugs. We interviewed pediatricians, family practice doctors, dermatologists and other clinicians who recommend treatment. We spoke with physician experts on how resistance may affect their approach to prescribing in the future.
Then we synthesized our findings and rolled them up into an educational campaign comprising:
- A geo-targeted press release to raise awareness of resistant head lice among physicians in a five-state territory and “soften the market”
- A three-part email series to provide physicians with the latest clinical data on resistance, along with a list of viable Rx solutions to prescribe to their patients
- A standalone landing page to engage visitors and tell the broader head lice resistance story (including side-by-side videos comparing untreated and treated, but resistant, head lice)
Within one month of launch, the campaign generated over 100 original articles, traffic from more than 40 professional and public websites, hundreds of visits to the landing page and lots of engagement with our content.
Have we changed the face of head lice prescribing in one fell swoop? Not quite yet. But we don’t want to nitpick.