This marketing an PR plan has been created as a final project for our graduation in Marketing and Corporate Communication at ULB in Belgium. Our group was composed of Mathilde Beirnaert, Alicia Diaz, Elaine Lorent, Hélène Tomezak. The subject was a delicate topic: the Reduction of the Antidepressants Consumption in Belgium. We worked for six months on this project to make it as perfect as we could.
Don't get scared by the (short) creative part in French, the drawings and pictures talk for themselves.
14. message Motivation to
process
Ability
to process
Opportunity to
process
Central processing
Neutral
arguments
Support
arguments
Conter-
arguments
No
attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
yes yes yes
Input for future processing
The Elaboration
Likelihood Model (ELM)
15. Trusty, easy and faster medication
Side effects ignored
Top-of-mind
Main strengths
Brand Equity &
SWOT
18. Formulation
“The antidepressants treatment is specifically
made to severe depressed people. People
suffering from minor or moderate depression
must avoid the systematic use of
antidepressive medicines.”
19. The business objective
The marketing objectives
The communication objectives
21. Marketing
Only for the 2014-year
• The regulation of the antidepressants consumption
• Change the perception about the medication
• Introduction of the idea of several kinds of
depression
22. Communication
Brand awareness
75% removal of the systematic association
Brand knowledge
55% of good knowledge of responsible behavior
Brand attitude
35% resort to antidepressants if it is necessary
23. Budget 1: €1 million
Budget 2: €600,000
January
March
December
Two campaigns,
two budgets
24. Part one
« To let them know »
Week 1 to Week 5
To inform and make aware
25. Part one
Magazines = main channel
Newspapers
Internet
Website
Mobile application
Point of sales (TV screens)
Direct marketing
Brochures & Folders
26. Part two
« To let them know before acting»
Week 10 to Week 15
To work on the awareness and knowledge
Focus on the South
28. Part three
« To let them act »
Week 45 to Week 62
It’s time to be involved!
Magazines, newspapers, website, TV screens, direct
marketing, radio, emailing.
31. Business objectives measurement
Comparison between 2013 – 2014
Channels measurement
Pre-testing
- Focus group
Post-testing
- Press & radio
- Points of sale
- Internet & mobile application
37. Cible réelle:
Les femmes de 35 à 54 ans
Cible visée:
Les consommatrices d’antidépresseurs de 35 à 54 ans
qui sont en dépression mineure
Cible
38. Promesse
Vous pouvez surmonter la déprime sans antidépresseur
Reasons why
Adaptés à la dépression grave
Traitement lourd et agressif
Effets négatifs importants
Ton
Informatif et clair
39. Positionnement
Les antidépresseurs sont spécifiquement conçus pour
les personnes atteintes d’une dépression grave. Les
personnes souffrant d’une dépression mineure ou
modérée peuvent éviter le recours systématique aux
médicaments.
40. Pour les magazines une page
Pour les journaux une demi-page
Pour la radio un spot de 20 secondes
Pour Internet un site et une application
Canaux de
communication
41. Baseline
Prendre des antidépresseurs n’est pas un geste mécanique
Body Copy
Saviez-vous qu’il existe différents degrés de dépression? Mais aussi que
la prise d’antidépresseurs ne se justifie qu’en cas de dépression grave?
La prise de médicaments n’est pas un geste anodin pour votre corps de
femme. Cela résulte d’un diagnostic précis que seul votre médecin est
habilité à faire. En cas de troubles légers, le recours aux médicaments
peut être évité. Des solutions plus simples sont envisageables. Pour
identifier le traitement qui vous correspond, prenez conseil auprès de
votre médecin et de votre pharmacien.
46. Message
• Informatif
• Pas de volonté d’influence
• Choix entre pilules et plaisirs
• Exagération
Minimalisme ?
• Peu d’éléments: message simple
• Rapidité de lecture & compréhension
• Libre interprétation
• « Girly »
Développement
47. Women throughout the whole country,
aged from 35 to 54
Different kinds of depression
Antidepressants only for severely depressed
people
To change the perception of the product
49. Internal
Communication
Before the press conference:
Intranet + screens
Second phase of the campaign:
Event with the well-being working group
Third phase of the campaign:
Special edition of « Mégaphone »
53. External
Communication
After
Press kit and Press release
To download & On the Platfrom
Participants Access code
The others + 1 day
Good information = Good articles
55. Crisis
Communication
We must be prepared to react !
What can probably be a crisis for us ?
Internal and external communication
56. Crisis Communication
External
First Part
First media appearance
A representative person
Standby statements
Second Part
Statement : How can we tackle the issue ?
59. Horizon scanning
Society trends overview
Notion of time
Progress of technologies & information
Self-diagnose
over-diagnosis
new pathologies
60. Issues
Issue 1: the responsibility for the diagnosis of « depression »
Issue 2: the depression and the use of antidepressants among
children and teenagers
Issue 3: the trivialization of mental disorders
Issue 4: the relation between doctors and pharmaceutical
industries
61. Opportunities &
strategic points
Europe overview
Many WHO projects
« The Mental Health Gap Action Program »
« The Gulbenkian Global Mental Health Platform »
« The global Mental Action Plan 2013-2020 »
62. Opportunities &
strategic points
The global Mental Action Plan 2013-2020
Many opportunities
• Foresight for further generations
• Decline of depression medication
• Prevent depression
Children mental illness issue
64. Interest groups
NGO’s
• UNICEF
• The Mental Health Europe organization
• The Global alliance of Mental Illness Advocacy Networks
Policy makers
• SPF Santé Publique in Belgium
• The Council of Europe and the ministry of Education
Individuals
• Public experts
• Mental health professionals
Children and teenagers association
• l’Office de la Naissance et de l’Enfance
66. Strategy
first phase
An interactive seminar
The procedure
The invitations
The D-Day
Walking dinner
Interlocutors
When?
6th of December 2013
Where?
Berlaymont (Brussels)
67. Strategy
second phase
A White Paper
What?
Representation
Influence
Improve the knowledge
Content
– The issue
– The problems resulting from the main issue
– Solutions proposed
When?
13th of December 2013
68. Strategy
third phase
A Conference Call
What?
Interest groups from the seminar
Topics:
– The situation nowdays
– Who’s in?
– The final project
When?
20th of November 2014