Marketing a Shortened Dosing Schedule
Integrated Communication for Allergists
Allergopharma is one of the leading companies in the field of allergen-specific immunotherapy. For the shortened dosing schedule of the ALLERGOVIT® grass and cereal pollen preparations, FUSE developed a nationwide marketing strategy.
The central message: adult patients can now reach the maximum dose with just four injections instead of the previous seven. This innovation had to be communicated to allergists in a clear and attention-grabbing way.
Four-Stage Direct Mail Campaign and Microsite
"Seven-League Boots – now in 4 steps!"
FUSE developed the campaign slogan and a key visual that picks up on the myth of the seven-league boots. Building on this, a four-stage direct mail campaign was created.
A lenticular card with an animation effect first sparked curiosity. This was followed by a practical dosing card, information on the study results, and a fold-out letter referring to the microsite. The further content could be accessed directly via a QR code.
For use at trade fairs, the microsite was also made available offline. Roll-ups, paper cups, giveaways and a detailed print brochure complemented the campaign. This made it possible to specifically reach both digitally savvy and traditionally oriented physicians.
