UCB Pharma is a successful ethical pharmaceutical company with a number of drugs servicing various therapeutic areas such as Parkinson’s, Restless Leg Syndrome, Epilepsy, Rheumatoid Arthritis, Osteoporosis, and Crohn’s disease, amongst others. Within their portfolio they also have one OTC product – Zirtek.
Zirtek is an OTC allergy treatment which, over the past few years has received limited marketing support.
UCB was keen to understand the usage and awareness of Zirtek within the Republic of Ireland, in order to establish who is buying the brand, for whom, and how often.
Given the target audiences that UCB Pharma wished to access, an online survey was ideal. We recommended an online usage and awareness sample of 400 allergy sufferers, offering allergy sufferers a survey solution that allowed them to complete the study in their own time. Turquoise has access to online research panels all over the world including niche markets and audiences, so accessing this target audience in the desired location was a straightforward and swift solution, giving the client access to actionable insights to inform business strategy.
Considering the real lack of marketing support in recent times, it was surprising to find that the residual product awareness and usage of Zirtek was still high, and that the brand continues to benefit from a high rate of sale. This finding was critical in providing a platform for UCB to further develop the Zirtek brand within the Republic of Ireland.