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Cipla Medpro, South Africa's fastest growing generic medicines company, has teamed up with leading indoor media specialist, The Letter Corporation (TLC), to promote Cipla's generic consumer and prescription medicines in selected Netcare Hospitals.

The 12 month advertising campaign, flighted in 24 Netcare Hospitals countrywide, targets hospital patients, doctors and visitors as niche audiences through tactical washroom advertising.

TLC's targeted advertising approach allows the pharmaceutical company to promote specific products to the appropriate audience.

"We have found that washroom advertising is one of the most effective communication channels available, especially for our product range and target market," says Dr Gavin Jones, Head of Marketing, Cipla Medpro. "The TLC platform ensures a captured audience and is excellent for new product launches, brand exposure and general reinforcement."

In doctor's private washrooms and change rooms, Cipla Medpro was able to communicate directly with its prime prescribers. The messages educate the professional exclusively about generic alternatives across Cipla's wide product range and are rotated monthly to maintain fresh appeal.

General washrooms within Netcare hospitals contained information on generic medicines for patients and visitors. These messages were rotated bi-monthly since consumers don't use the washrooms as frequently as doctors working at the hospital.

"The Cipla Medpro products are ideally suited for the hospital environment where people are in the right frame of mind," says Andrew Kramer, Group MD for Primedia Unlimited. "Cipla Medpro is confident that its communication is read by a specific and very appropriate audience."