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Etap-On-Line
Focus on a
French technological
SMB with high
growth capabilities |
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See this case study |
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French historical leader
in the field of medical
publications for professionals,
VIDAL has been particularly
known since 1914 for its
professional Dictionary.
Over the last few years,
VIDAL has developed several
editions dedicated to Health
for the consumer market. |
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In late January/early February
2004, VIDAL enlarged its
Consumer offer with the
launch of the “VIDAL
DE L’AUTOMEDICATION”
(Vidal of Self-Medication),
a guide which helps women,
families and single people
deal with their
health at home,
to identify the symptoms
and to use the right medicine,
etc. |
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Taking into account the
specificities linked with
the “self-medication”
issue, a tricky social theme
in France, in which VIDAL
wants to be involved in
a responsible way in collaboration
with Health professionals,
the aims consisted in:
- Positioning the
“Vidal of the Self-Medication”
in Consumer and Professional
press as a complete and
practical guide for the
families, for a responsible
use of medicine without
medical prescriptions.
- Capitalising on
hot news to position VIDAL
speakers as experts
in Health/self-medication
field.
- Obtaining special
articles about the self-medication
issue. |
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- Sending journalists press
releases customised according
to the media targets
(consumer and professional
titles), press kits and
guides
- Deployment of a teasing
campaign for the
main media targets, in 2
steps (sending of goodies
with humoristic riddles,
followed by the sending
of the press kit and the
guide with the answers)
- Wide follow-up
campaign to journalists
- Organisation of
interviews on self-medication
- Partnerships with
radios (product
placements) |
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- The launch of this guide
was considered a real success
by our client, with a
large number of dedicated
media results on TV
(national channels, etc),
radios
(RTL, RMC, etc) and Magazines/Newspapers
(National, Women, Families,
Consumer and Professional
Health titles…)
- A considerable
global Advertising/PR equivalent |
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