Selected to create awareness in South Africa’s retail pharmacies, OmniMed’s Pharmaceutical Division has partnered with Primedia Unlimited subsidiary and electronic procurement specialist X/procure® for a digital advertising campaign.

OmniMed selected X/procure®‘s digital advertising platform based on its extensive footprint in pharmacies across the country and unique ability to directly target pharmacy decision makers including pharmacists, buyers and pharmacy assistants.

OmniMed Marketing Manager Gabrielle Lobban explains “OmniMed was looking for a targeted marketing solution which would bridge the gap between wholesaler and pharmacy to ensure pull through of products into the retail pharmacy. X/procure® offered us a package solution maximising our brand’s exposure on their electronic ordering system to their unique customer base. With their expertise and experience they helped us to create a value-add solution tailor-made to our needs within our budget.”

X/procure®’s JD Henderson comments, “OmniMed calls on medical specialists including dermatologists to promote its products. However the drive now is to ensure that pharmacies order additional stock from wholesalers, thereby supporting scripts generated by medical practitioners. The campaign will simultaneously assist the current pharmacy team who call on pharmacists and buyers to increase brand awareness in pharmacies, ensuring all their products are available to the end user.”

The multi-platform campaign includes X/procure®’s announcement screen, browser, banner, screen saver and Intervention adverts. According to X/procure® each product category is carefully analysed via the X/procure® system in order to accurately apportion the relevant medium to product, ensuring maximum viewership per brand.

Products featured in the campaign include OmniMed’s Topical Local Anaesthetic, Scar Management Programme Scar Science, Lactose Intolerance Enzyme Replacement Lactaze and EABS, a lotion which restores damaged skin.

For more on X/procure®, visit www.xprocure.com

Issued on behalf of:      X/procure®
                                    JD Henderson
                                    Acting Managing Director
                                    T: +27 11 562 6500

Prepared by:                 Owlhurst Communications
                                    Charlene Dennis
                                    Publicist
                                    T: +27 11 234 6520