IMIGe for your health

Pharmaceutical products can now be bought outside pharmacies as well. Communication of OTC products outside pharmacies has been with us for a while. An example of this is the IMIGe network in schools. Richter Gedeon Nyrt. has used bulletin boards to advertise contraceptives and Organon used bulletin boards combined with mirror posters for the same purpose in March 2006. These tools enabled the advertisers to provide detailed information by means of throwaways in attached dispensers. GSK advertised Lactacyd Femina in the same segment, not only in Hungary but in the Czech Republic as well. Since the target group was female, the use of an advertising surface combined with a mirror in an intimate, selected and quiet environment was a good idea. Another example of a using a target group-specific media was the Alka Seltzer campaign promoting its anti hangover product in higher educational institutions in Poland.