Full Article

X/procure® and Iliadin® tackle Man-Flu

X/procure®, Primedia Unlimited’s pharmacy procurement software that doubles as a communication and advertising platform, has extended Iliadin®’s humourous man-flu themed television ad onto its platform. 

“The concept of man-flu is well known to most women, even though every man will deny he suffers from it,” says X/procure®’s Managing Director JD Henderson. “Merck, as manufacturers of the Iliadin® range, wanted to take their campaign directly to pharmacists, front shop assistants and pharmaceutical buyers, and our platform provides the most direct route.”

“Even though we are communicating with medical professionals, we needed to retain the humour of the original consumer campaign,” says JD. “Merck elected to use our direct messaging option which allowed the client to portray the humour element of the campaign and communicate the salient points of the product to the intended market.”

The premise behind Iliadin®’s campaign is that its products alleviate symptoms of colds two days sooner than other alternatives. The communication will continue throughout the winter months on X/procure®’s platform.