X/Procure® - Electronic Procurement & Media Solutions

Thebe Pharmaceuticals, local black-empowered healthcare group with its focus on the supply of cost effective pharmaceuticals, has tasked X/procure® to drive awareness of its probiotic product Reuteri, directly to pharmacists. During the winter months more antibiotics are prescribed and ordered than at any other time of the year, and with them most pharmacists will offer a probiotic to counter their side effects. Thebe Pharmaceuticals, offering a wide range of branded ethical, generic and niche complimentary medicines wanted its probiotic product to be on top of the list. “The three month campaign will utilise X/procure®’s Complimentary Intervention advertising platform,” says X/procure® MD, Deon Lewis. “It allows for the Reuteri product to be prompted onto the pharmacist’s computer screen at the same time he or she would prescribe an antibiotic, ensuring top of mind awareness.” Sharon Teversham, Product Manager of Thebe Pharmaceuticals says, “The X/procure intervention platform, specifically on the dispensing package used by pharmacists, offers us an excellent opportunity to target key decision makers and indirectly add value to the pharmacy.”

Adcock Ingram, South Africa’s home-grown pharmaceutical company recently renewed its advertising contract with X/procure® to promote 20 of its key products.  X/procure®’s innovative advertising solutions has been a part of Adcock Ingram’s marketing strategy for over 4 years. Peggy Klopper the marketing manager at Adcock Ingram describe this media platform as being key to Adcock Ingram’s success as it targets the pharmacists who hold the power to change patients’ decisions. ”In the past doctors were the only influence over what got prescribed and what didn’t but now pharmacists share that role,” says Klopper. Klopper believes that X/procure®’s persuasiveness lies in its continuous intervention. “Unlike an advert in a pharmaceutical journal that is read once a month and then discarded, every time a pharmacist uses the dispensing and ordering system, he or she is reminded of our brands.” The new campaign will focus on intervention adverts at the points of ordering and dispensing, aimed at preventing switching at pharmacy level, where scripts for Adcock Ingram’s products are changed to competitors’ products at the dispensary. “We are proud to be associated with this pharmaceutical giant, and hope to continue adding value to Adcock Ingram’s marketing endeavours in the future,” comment Deon Lewis, the Managing Director at X/procure®.

Reckitt Benckiser who has been a loyal X/procure® supporter for the last three years, has recently extended its contract with this leading electronic media solution for another year. Reckitt Benckiser originally contracted X/procure® to increase the prominence of its brands at pharmacy level, with great success. Says Sone Jordaan, “With X/procure® you’re communicating directly with the decision maker and have the ability to promote a variety of brands throughout the year, using its different advertising options.” Jordaan was instrumental in securing the contract for Reckitt Benckiser at the time.The proposed 12 month campaign will consist of banners, screen savers, linked ‘Intervention’ ads (innovative comparative advertising pop-ups), and announcement screens generated to create a strong presence for Reckitt Benckiser brands in pharmacies. The extended campaign will feature well-respected brands like Gaviscon, Disprin Range, Senokot, Fybogel, Strepsils, Nurofen Range and the E45 Skin Range.On commenting on the power of the X/procure® platform, Sone uses a tangible example “A couple years back we decided to discontinue a brand, X/procure® approached us to test this brand on the marketplace using its form of advertising. It proved to be such a success that instead of ditching the brand, we re-launched it in a slightly different variant and today it’s a winner.” Deon Lewis, Managing Director of X/procure® says, “We’re delighted to continue working with Reckitt Benckiser aiding their marketing drive at pharmacy level, and we hope the next year will exceed their every expectation.”