NICORETTEbrand manager at Johnson & Johnson, Rob Elliott has learned the value of having his leaflets in doctors surgeries throughout the UK.
Positive feedback from IDS proves patients are picking up the Need Help to Stop Smoking leaflets in their droves – and as a result discussing life-changing advice on giving-up cigarettes with a health care professional.
“It's good to know that we are getting a good response from patients who pick up our leaflets.
“We do a great deal of market research with healthcare professionals, patients and consumers– but the information we get from IDS concerns people who have actually picked up one of our leaflets and have completed a questionnaire,”he said.
Every company using the Waiting room Information Service receives a detailed marketing report from IDS pinpointing information about their leaflets.
The report on theNeed to Stop Smokingleaflet showed:
- Over half of those taking the leaflet sought further advice
(This was mainly from healthcare professionals) - Half received a prescription as a result of reading the leaflet
- Over half will or have made a purchase as a result of the leaflet
(Mainly from pharmacies)
In total 582 people who had selected theNeed to Stop Smoking leafletresponded to the IDS questionaire – that represents 15% of all people returning a questionnaire in the past 12 months.
Feedback from the questionnaire was both quantitative and qualitative with comments that endorsed the campaign.
“The leaflet caught my eye when I was at the doctor's so you know there is help available. I picked it up and gave it to my husband and he went to the doctor and asked for help. He has given up now and is doing well,” said one respondent.
And another commented: “Without seeing the leaflet we would never have considered asking the doctor about giving up smoking – it is a very,very good service to have this information available to patients so that you can look at it and then ask the doctor when you go in.”
Responses to the questionnaire showed that often people will be visiting their doctor for another ailment – and while waiting to see their GP, they will pick up a leaflet and discuss it with their doctor.
“We were staying with friends and he [my husband] was taken bad not being able to breathe so we went to her doctor's and while we were waiting we saw the leaflet about help to give up smoking.
“So when we went in to see the doctor about the breathing problem, we asked him about getting nicorette patches,”explained another respondent.
Ultimately the research proved WIS:
- Delivers effectively and consistently to those for whom it is relevant
- And often drives them to seek further advice, notably from the healthcare professionals
- This in turn, leads to prescriptions and to products being purchased
Rob Elliot added:“I would recommend the service – I've had first hand experience on field visits that our leaflets are pretty well used.
“Once you get the design right, you will get people picking up the leaflet. It means that people who are thinking about giving up smoking but may have an appointment to speak about a different matter, will bring this up as a result of seeing the leaflets.
“And they will take the leaflets for family members and friends – meaning the information is getting out to a wider community.”
Business Development ManagerSarah O'Reillysaid she was delighted with Rob's comments and it showed the power of the Waiting room Information Service.
“Rob is clearly delighted with the response he has had to his leaflets – it is a great example of how we work with major companies such as Johnson & Johnson to help them achieve their aim,”she said.
