Now tell me if this sounds familiar:
staring down a dozen aisles at the
store looking for that one medicine
your doctor recommended. The
crowded cold, cough, and flu aisle
contains hundreds of products. It’s
difficult for anyone to navigate, let
alone a sick and clouded patient.
Nine out of 10 people typically
purchase the over-the-counter
medication recommended by their
healthcare provider (HCP)1, but
more often than not they get confused by the vast amount of choices
at the store.
Without specific or written instructions, the recommendation may be
easily forgotten or misconstrued.
Some products may be labeled by
the symptom they treat and some
call out the active ingredient, which
may seem like a foreign language
to consumers. To add to that, HCPs
may not even be aware of the confusion and chaos their patients are
facing because they report that they
hardly visit these retailers themselves.
RB, the company that manufactures MUCINEX®, is dedicated to
helping HCPs help their patients.
Historically, marketers employ
one-dimensional but realistic
solutions like ads, coupons, and
coupons that HCPs can pass on to
their patients. But RB realized that
patients were still getting confused
in the aisle and that they could step
in to make communication clearer
between HCPs and patients, and
help patients feel satisfied with their
To ensure that patients are getting
the product their HCP intended,
success depended on HCPs expe-
riencing the cough and cold aisle
themselves. So RB devised a mar-
keting method to place them in this
cluttered environment without even
having to leave their office.
Their strategy? Awareness through
Engagement can be a powerful tool
when trying to influence customers’ decisions or actions. When
an audience truly engages with a
story, they connect better to it. Using technology such as augmented
reality, virtual reality, chat bots, and
interactive websites, brands can
facilitate better storytelling. For RB,
augmented reality provided interactivity at an accessible stage.
Augmented reality is a technology
that integrates computer-generated
images and the real-world in a
composite, and often realistic, view.
Social media apps often utilize
this technology, such as filters on
Snapchat, Instagram, and Facebook
For any brand’s first dive into such
an interactive and engaging experience, using best practices and
insights is vitally important for
success. For a lesson on the principles of engagement, RB turned to
an unexpected partner: the gaming
RB knew it was taking a non-