ratiopharm is the number one in the pain medication market. In January 2023, a new pain medication was introduced: Synofen – the combination of paracetamol and ibuprofen in a single tablet. The market is dominated by single-ingredient preparations, and combination products are still viewed critically in pharmacies and are less frequently recommended.

The goal is to successfully establish Synofen in the pain medication market by highlighting the product benefits of the active ingredient combination and clearing up misunderstandings about combination products. Both among the pharmacy team and customers.

Recommendations from pharmacies are trusted. Therefore, we developed a communication strategy across all channels, reaching from sales to pharmacies to end customers. Our sales promotion measures were provided to the sales team to bring Synofen into pharmacies through sell-in, to engage the pharmacy team and to equip them for successful positioning and sell-out. At the point of sale, Synofen was made visible at all touchpoints along the customer journey through sidewalk posters, window displays, floor stands, counter displays and shelf elements. Through consistent communication in brick-and-mortar pharmacies as well as e-commerce platforms, we ensured a consistent appearance: target group-specific communication and various assets fulfill the different needs of users and offer a genuine alternative to a consultation in the pharmacy. Another highlight: triplets embody the triple effect and have replaced the established brand asset of twins for this campaign. Together with the Publicis Group, we won the Bronze Effie Award – the triplet power has paid off.