The $200-million integrated campaign, which is slated to launch November 12, is trying to reach the 50 million Americans who suffer from frequent heartburn, said Julie Masow, director of communications for Novartis Consumer Health.
The findings of a study the company conducted showed that frequent heartburn can affect an individual's sleep, productivity at work, social activities and relationships, and their mood.
“We're really trying to reach the frequent heartburn sufferer in all parts of their day,” said Masow.
Novartis will launch an unbranded Web site (www.HeartburnActionPlan.com), which provides support information for people who are taking the OTC medicine, and a Facebook fan page.
It also will include tips from the campaign's spokespeople - Dr. Brian Fennerty, a professor at Oregon Health & Science University, and Kelley Moore, a lifestyle expert who blogs for MSN.com. Novartis is calling them “heartburn coaches.”
Ruder Finn, AOR for Prevacid 24HR, is planning an SMT, including radio, beginning November 13. It also plans to reach out to regional broadcast, radio, and print outlets, including business, consumer, and trade publications.
“We're going as broad and wide as we can,” said Michelle Sawatka-Fernandez, VP for Ruder Finn. “We really wanted to find multiple angles for media.”
Additional elements of the campaign, including social media, will be rolled out later, said Masow.