CAMPAIGNS: Health PR - Safeguards for future foot health

Client: Johnson and Johnson MSD Consumer Pharmaceuticals

Client: Johnson and Johnson MSD Consumer Pharmaceuticals



Campaign: Daktarin/Society of Chiropodists and Podiatrists Health Week

Free Foot Checks



PR Team: Jo Spink PR/SCPOD press office



Timescale: April - June 2000



Budget: pounds 2,000





The average person walks the equivalent of more than four times around

the world in a lifetime - but very few people get their feet checked on

a regular basis. Many assume they must put up with discomfort and

pain.



The most common affliction is athlete’s foot, with ten to 15 per cent of

the population suffering from the condition at any one time. Compliance

with treatments, however, is poor, as people tend to stop using products

as soon as their symptoms disappear instead of finishing a prescribed

course of treatment.





Objectives



To consolidate awareness of, and support for Daktarin athlete’s foot

products among foot health professionals and the public, and to

establish a proactive working relationship with the Society of

Chiropodists and Podiatrists (SCPOD) - the UK’s leading professional

foot health body.





Strategy and Plan



Jo Spink PR had established a relationship with SCPOD following the 1999

Foot Health Week free foot health checks held at two Medicentre clinics

at London railway stations.



The plan for 2000 was more ambitious - to set up free foot health checks

at independent chiropodists’ practices throughout the UK. SCPOD was keen

to be involved with the initiative as an opportunity to involve all

SCPOD members.



Jo Spink PR designed an open invitation that was inserted free in the

SCPOD publication Podiatry Now. Jo Spink PR also made contact with the

principals of the 13 UK schools of podiatry.



Response from practitioners was instant, and all but overwhelming. More

than 250 practices contacted Jo Spink PR and practice details of 180

participating clinics were laced on a specially designated area within

the SCOPD web site at no cost to the client.



’Top Ten Tips for Fitter Feet’ posters were designed for distribution to

all Institute of Leisure Managers members and inserted in the July issue

of Podiatry Now.



Details of free foot checks and web site information were announced to

national and regional press, and a pack containing specially designed

signage, foot towels, leaflets, feedback forms and Daktarin products was

compiled and sent to participating practices prior to the start of Foot

Health Week.





Measurement and Evaluation



Coverage of the checks was achieved in ten national and regional papers

including the Daily Telegraph and Metro, and also ten consumer

magazines, including Top Sante, Zest and Men’s Heath and Fitness.



More than 830 product samples were distributed to over 180 practices

from Guernsey to County Down in Ireland. There were more than 2,300

visits to dedicated Free Foot Checks SCPOD web page and over 6,000

requests for further information through a dedicated PO Box during Foot

Health Week.



The number of people attending clinics for free checks has yet to be

confirmed although early figures show at least 1,500 people received the

free checks during Foot Health Week. Both the SCOPD and Johnson and

Johnson praised the campaign, saying each has benefited ’greatly’.





Results



Chiropodists who participated gained patients and members of the public

should now be more aware of the treatments and therapy available for

foot health problems, said Nita Palmer from Society of Chiropodists and

Podiatrists.



Although no actual formal measurement and evaluation has been conducted,

the tie-in of the Daktarin brand with the free foot checks will

hopefully increase future sales of the product.



The relationship between the SCPOD and Daktarin has strengthened, and

there has been an increase in the understanding of the role of

chiropodists in the community.



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