chpa case proposal

7/28/2019 CHPA Case Proposal

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Communications

Spring 2013 Jennifer Darland, Marshall Jay, Devon Harris, Michael Lansing, Josephine Hankey

Reverse the ReputationConsumer Healthcare Products Association CaseProposa


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Doctors OrdersTable of Contents

Team Introduction - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 2

Executive Summary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3

Research - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4

Background - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4

SWOT - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- 7

Primary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 8

Planning - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 12

Goals and objectives - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 12

Publics - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 13

Key messages - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 14

Spokesperson and partnerships - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 14

Implementation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 16

Strategies - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -16

Tactics - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 17

Timeline - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 22

Budget - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 23

Evaluation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 24

Resources - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 25


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Our Practice

Michael Lansing

Presdent/CEO

Jennifer Darland

Senior Account Executive

Devon Harris

Account Executive

Josie Hankey

Strategic Director

Marshall Jay

Creative CampaignDirector

PRescription Communications is a young, private public relations firm

based in College Park, Md., and comprised of University of Maryland

alumna communication talent from up and down the East Coast. Our

firm values innovation, creativity, and strategic planning in designingeffective public relations programming.

President and Chief Executive Officer, Michael Lansing, left his position

as Consumer and Market Research Director at Johnson & Johnson to

create PRescription in 2012. His areas of expertise include research

development and financial communications. Our Senior Account

Executive, Jennifer Darland, has an extensive background in marketing

strategies for consumer and health communications. Devon Harris is the

former vice president of health, education and safety strategic

communications and public relations firm, Hager Sharp. She works

closely with tactics and corporate partnerships. With expertise inmarketing and creative development and a proven track record of

effective innovative programs, Creative Campaign Director, Marshall Jay,

is the firms leader inventive leader. As Strategic Director, Josie Hankey

specializes in strategic campaign development, as well as internal

communications.


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Executive SummaryThe Consumer Healthcare Products Association (CHPA) is a member-based association comprised of more

than 80 active and 140 associate manufacturers and distributors of over-the-counter medicines and dietary

supplements. Their impressive roster of pharmaceutical companies includes Johnson & Johnson, Merck, Pfizer,

and Proctor & Gamble.

MissionCHPA is committed to promoting the increasingly vital role of over-the-counter medicines and dietary

supplements in Americas healthcare system through science, education, and advocacy. The association

provides leadership and guidance on regulatory and scientific issues to Congress; state legislatures; and

federal, state, and international government agencies. CHPA shares tools and information with partners across

the glove to ensure the safe and responsible use of OTC medicines.

Problem DiagnosisHow can CHPA successfully promote the positive aspects of OTC medicines while sharing tools and

information that will ensure the safe and responsible use of them?

ChallengeThe association has challenged us to support their mission and goals by developing a strategic plan with

creative tactics to highlight their story of value, trust, affordability, and empowerment in regards to the OTC

medicine industry. In order to effectively project the value and vitality of OTCs and boost CHPAs reputation,

our project proposal will implement a multi-dimensional program platform over the course of three years

aimed at the niche publics of college students and adults.


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Medical HistorySecondary Research

In devising this campaign, PRescription followed a series of logical steps known as RPIE (Research, Planning,

Implementation, Evaluation). We conducted secondary research to get a better understanding of CHPAsproblem and opportunities. This informed us of what is already known and what new data we will need to

determine through primary research.

First, we set to determine what information is already available through CHPAs existing efforts and website.

We found that CHPAs Annual Executive Conference is an effective way of connecting with and keeping

member organizations up-to-date on the latest developments in the consumer healthcare industry (CHPA

Info, 2012). Our PRescription team felt that we could use the items covered in the daily sessions to help build

a successful campaign. Through knowing the upcoming meeting topics, our future efforts in developing

primary research, as well as objectives and strategies, could better coincide with our campaign. Additionally,

we found existing CHPA resources such as Your Health At Hand and Stop Medicine Abuse offercomprehensive data, information, and educational tools, readily available and accessible to target publics.

These initiatives have well-managed and regularly updated social media channels providing key publics with

valuable information (Your Health At Hand, 2013).

The CHPA is in favor of more prescription-to-OTC switches being made by the FDA. A recent Booz &

Company study reported that 240 million people each year treat illnesses with OTC medicines. According to

the study, an estimated 60 million of these consumers would not otherwise seek treatment that is a

staggering 25 percent. CHPA is discussing how tools and new technologies, beyond the traditional Drug

Facts label, can assist consumers in the OTC selections. For instance, diagnostic tests, health kiosks, smart

phones (apps), self-screeners and pharmacists consultants (CHPA Press Room, 2012).

Our team also found that the CHPA website has a lot of useful information, but the density and lack of

conciseness could be very overwhelming for certain publics. In addition, the CHPA website does not currently

directly target the important public of teenagers. Their current external target publics include the medical

community, parents, member organizations and legislators; causing CHPA to rely on such publics to relay

knowledge on safety/abuse information to other publics. While their media kit contains relevant information,

the materials do not showcase the creative efforts that are currently produced for the brand. Also, the links


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for their social media campaigns are not easily accessible and can only be found after thorough research

(CHPA Info, 2012).

Next, we explored the overview of OTC medicine itself, as well as the issues and opportunities it presents. For

example, the same Booz & Company study stated earlier found that one in 10 office visits to professional

healthcare providers result from minor ailments that are self-treatable through the use of OTC medicines

(Your Health At Hand, 2013). This finding suggests that tens of millions of treatments are unnecessary,costing the U.S. healthcare system more money. The study goes on to state that OTC medicines provide

$102 billion in annual savings to the U.S. healthcare systems (Your Health At Hand, 2013). Additionally, a

survey conducted by Nielson and IMS revealed the most important factors in determining consumer trust in

OTC medicines are efficacy, side effects and recommendations from professional healthcare providers.

Results show that more than two-thirds of consumers prefer to use OTC medicines over their prescription

counterparts (Business Wire, 2013).

This research supports the necessity of OTC medicines in the U.S. healthcare system, thus fostering support

for engaging with publics and raising an awareness of the value and affordability OTC medicines provide to

our society and economy. Improving such awareness and knowledge will rally support for the Prescription-

to-OTC switch paradigm currently under consideration by the FDA. This initiative aims to expand the

availability of OTC medicines to consumers.

Finally, we conducted further academic research to determine the already existing data on OTC drug abuse.

CRC Health states that OTC drug abuse is classified as the use of an over-the-counter medication that does

not conform with the intended purpose of the medication (CRC Health Group, 2011). According to the

National Institute on Drug Abuse, a University of Michigan study found that almost 6 percent of 12th graders

had abused OTC drugs in the form of cough medicine in the past year. Furthermore, behind marijuana,

prescription and OTC drugs are the most commonly abused drugs by Americans 14 and older. The study goes

on to state that most teens abusing drugs today get them from peers or relatives (DrugAbuse.Gov, 2013).

Additionally, an article published by education parental and teen help site,www.teenhelp.com, highlights

some key findings addressing the availability of OTC drugs, attitudes toward OTC drug use and the lack of

education surrounding these drugs. Interesting statistics include (teenhelp.com, 2013):

56 percent of teens feel that getting OTC drugs is easier than getting illegal drugs 40 percent of teens agree that OTC medicines are much safer than illegal drugs 55 percent of teens do not strongly feel that it is risky to use cough medicine to get high 10 percent of teens report they use cough medicine to get high
http://www.teenhelp.com/http://www.teenhelp.com/http://www.teenhelp.com/http://www.teenhelp.com/


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92 percent of parents claim to talk to their children about drug use 60 percent of parents report speaking to their children a lot about marijuana use BUT only 33 percent of parents report talking to their teenagers about the dangers of over-the-

counter medications to get high

The prevailing issue these findings point out is the strong focus on the dangers of illegal drug use and the lack

of emphasis on the dangers of OTC medicine use. False perceptions and attitudes on the safety of OTCmedications provide a setting for higher OTC medicine abuse among teenagers.

After conducting an environmental scan of blogs and websites discussing OTC abuse we derived the

following warning signs parents should be aware of and tips on how to prevent OTC abuse:

Warning Signs Tips for Prevention

Visits to pro-drug Internet sites thathave information about how to obtain

and use OTC drugs

Previous hobbies disregarded Disrupted sleeping patterns Missing medications Empty cough syrup bottles Changes in friends, appearance, hygiene

or behavior

Negative changes in schoolperformance

Increased secrecy Changes in conversations with friends

Start talking about the dangers when theyrepreteens

Speak early, often and clearly Stay involved in your childs life Be aware of your medicine cabinet Mark your medicine bottles with dates Emphasize how misusing medication can

destroy relationships and keep him/her from

achieving goals

Teach your child to say NO firmly butkindly, give a reason, then change the

subject or leave the situation

Monitor your childs Internet usage for signsof prescription drug involvement.

For millions of Americans, OTC medicines are accessible, relied upon and effective at treating everyday

ailments like fevers, headaches, common colds, allergies and much more. However, their benefits, such as

providing consumers the opportunity to provide for themselves and loved ones with safe and readily

accessible treatment options, are often overlooked by their infamous reputation of abuse. CHPA and

PRescription are looking to highlight the positive effects of OTCs through educating, managing and tackling the

abuse epidemic.


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Vital SignsStrengths Weaknesses

Existing CHPA resources such as the StopMedicine Abuse campaign, Your Health at Hand

initiative, and The Value of OTC Medicine tothe United States study, offer comprehensive

data, information, and educational tools,

readily available and accessible to target

publics.

Well-managed and updated social mediachannels, including Facebook and Twitter.

CHPAs Annual Executive Conference is aneffective way of connecting with and keeping

member organizations up-to-date on the latest

developments in the consumer healthcareindustry.

Media kit on website has good information;however, all of the materials are traditional

and dont showcase the creative effortsproduced for the brand

CHPA does not directly target the importantpublic of teenagers. Current external target

publics include the medical community,

parents, member organizations, and

legislators.

Website has a lot of dense information that isalmost overwhelming for the average visitor

to comprehend.

Links to social media channels are not easilyaccessible

Opportunities Threats

The rise of social media outlets as atrustworthy source for important news in a

variety of subject areas

A lot of federal legislation involves theregulation of OTC drugs, giving CHPA an

opportunity to connect their publics with key

legislators, allow publics to influence

regulation, and expand the brands story Growing number and credibility of Mommy

bloggers offer another channel to reach target

publics with

The current state of our nations economy anddebate in the healthcare system draws public

interest to the topic of OTC medicines and their

overall convenience and financial benefits.

Key partner of CHPA and influencer in thehealthcare industry, the Food and Drug

Administration, has been chronically

underfunded for many years, hindering its

ability to perform responsibilities and

objectives in ensuring safety in our nations

food and drug supply

Wide variety of active member groups whocould be utilized for various purposes Some movements in federal legislation aim to

decrease the legal amount or dosage of active

ingredients in OTC medicines, making it

necessary for consumers to obtain a

prescription for certain

medications/treatments instead.


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Medical TestsPrimary Research

From our secondary research we found that the most likely public to abuse OTC drugs are teenagers. But we

felt that it was necessary to get more information regarding young adults, such as college students ages 18 to22. We hypothesized that, like teenagers, young adults would also be a primary public abusing OTC medicine.

So through surveys, focus groups, and interviews, we were able to achieve a much greater understanding of

college students perceptions and knowledge of OTC medicines.

Our first method of primary research was a survey that was executed via the online program called Survey

Monkey. Our team distributed this via Facebook and our organizations listservs. The questions that were sent

out were:

1. Classify yourself based on: age, sex, income2. How often do you buy OTC medicine?

a.

Never, only when Im sick, seasonally, I always have them3. What are the reasons that you buy OTC medicines?a. Chronic illness, side effects of another medicines, preventative measures, abuse, minor pain,

injuries, allergies

4. Are you aware of any of the dangerous side effects of some OTC medicine?a. Yes, no

5. Have you ever received educational information about OTC medicine?a. Yes, no

6. Do you know where to find information about OTC medicine if necessary?a. Yes, no

7. Have you ever heard of the term robotripping, or heard about people drinking excess amounts ofcough syrup?

a. Yes, no8. How often do you read the labels on OTC medicines?

a. Always, a lot of the times, sometimes, rarely, never9. Do you research any OTC medicines that you purchase?

a. Yes, no10.Have you ever abused OTC medicine?

a. Yes, no


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After surveying 183 college students ages 18 to 22, we determined many facts that would eventually help

guide our overall objectives, strategies and tactics. For instance, 47 percent of those surveyed stated that they

buy OTC medicines when they are either sick, while 7 percent and 3 percent stated they either buy them

seasonally or not at all, respectively. The other 43 percent stated that they usually always have them. Also, the

primary reasons college students buy OTC medicines is for allergies, minor pains, or preventative measures.

Furthermore, if you look at figures 1 and 2 pictured below, you will see that 83 percent of college students

have never received educational information about OTC medicine, while 69 percent do not know where to goto find information about OTC medicines. An even more alarming statistic is that 72 percent of college

students surveyed admitted to abusing OTC medicine, see figure 3. We felt this formal research technique

allowed for our collected data to be valid, reliable and generalizable; however, we do admit due to limited

resources we allocated our surveys using the snowball effect, which could have hinder the validity of our

results. In the future, we would love to do a random sampling of

all college students nationwide, if our resources permitted.Have you ever received educationalinformation about OTC medicine?

Do you know where to find the information about

OTC medicine if necessary?

Have you ever abused OTC

medicine?


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In addition to surveys, we conducted four focus groups of college students ages 18 to 22 to gauge the depth of

feeling on OTC medicines. Two of the focus groups were strictly affiliated with Greek life, while the other two

groups had no Greek life affiliation. We made this distinction to determine if either group would be more

likely to abuse OTC. This would have allowed us to specify our target public even further, which would help

tailor our strategies and tactics; however, we did not find too much disparity among the different groups.

This informal, primary research allowed us to gather qualitative data, explore associations with OTC medicineand enabled respondents to react to one another. Similar to our surveys, we found that college students were

uneducated about the dangers of OTC medicines and unaware of where to obtain OTC information. Most of

the participants agreed that Google would be their primary source in acquiring information about OTC

medicines, while a small portion stated they would used WebMD. Sleeping aids, such as Nyquil or TylenolPM,

were by far the most commonly admitted OTC drug abusedwith diet pills and laxatives being a distant

second and third.

An interesting dilemma we discovered was more than 85 percent of the participants revealed they have used

Nyquil to help them go to sleep; however only 60 percent admitted to abusing OTC drugs. Thus leading us to

believe that the biggest abuse of OTC medicine among college students is through the form of sleeping aids,

despite some of the public not even realizing they are abusing OTC drugs. Between the survey and the focus

groups, we acknowledge the 12 percent difference in our publics admittance to abusing OTC medicines, and

attribute the inconsistency to the social desirability bias. We believe during the focus groups, respondents had

the tendency to answer the questions in a manner that was viewed favorably by others.

Lastly, we used the focus group as a pre-test toward our preliminary strategies and to determine college

students opening to information. All of the participants agreed they would find it helpful if we developed a

free go-to app that could answer all of their medication questions and needs. Everyone also really liked the

mixology idea, which would inform the users what specific drugs/medicines can and cannot be mixed

together- such as alcohol, which is something most college students intake on a weekly basis. Additionally,

college students felt it would be helpful if kiosks were set up in local CVSs to provide further information on

OTC drugs and direct them toward the best choice.

Due to our lack of resources we were unable to reach high school students to gather a greater breadth of

information. So instead we conducted influencer interviews with the intervening publics that would most

likely provide information to themparents and teachers. The results showed:


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Parents

50 percent of parents hide their OTC drugs from their children. Most do not research any OTC medicine prior to purchasing Most do not receive any educational information on OTC medicines

The few that did said it came from healthcare provider 100 percent of the parents said they would look for information online

Teachers Every teacher knew of students abusing OTC medicine in their schools The schools provides minimal to no OTC education to students

Overall, to construct a successful campaign that effectively targets CHPAs problem we had to first gather the

facts and perceptions of every involved stakeholder group. After conducting our secondary research, we used

both formal and informal primary research strategies to obtain a more in-depth analysis of our primary

publics knowledge and perspectives. In turn, this will guide our goals, objectives, and theoretical strategies

used in planning and implementing our campaign.


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Course of TreatmentGoalIn recognition of the core problem CHPA is currently faced with, our overarching program goal is,

To create a favorable outlook of over-the-counter medication in

Americas healthcare system

Objectives

We will strive to meet the following objectives to ensure our program is on target through out the three-year

campaign and on the way to achieving the aspired goal.

1. Educate publics on various medications, their uses, dangers and side effects, by gaining five milliondownloads of a new OTC mobile application after three years

2. Decrease OTC abuse among college students by 50% through localized educational event efforts3. Increase awareness of program efforts and issue existence by obtaining ten traditional media

placements and one new media placement surrounding each strategic event

Objectives serve as a compass for public relations practitioners, directing our strategic decisions in program

development and implementation. Furthermore, objectives are essential to the monitoring and evaluation

process, offering the specific means of measurement of process, outcome, and output to assess the programs

impact. Our program objectives are primarily concerned with outcomes, such as awareness and behavioral

change. While educating publics may be more of a process objective, the means we are employing to

determine achievement of this objective involve a change in behavior; downloading the application. The final

objective encourages an outcome in awareness, but also offers an opportunity for us to track our progress

during program execution through earned media coverage.


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CHPAs PatientsPublics

Using secondary background primary research insights we were able to identify different populations of

people with varying interest and stake with regards to CHPA efforts. We saw a necessity for concentratedefforts within two key publics, thus propelling the ideas behind our campaign and determining segmenting of

populations based on opportunity and interest.

Primary

College students, ages 18 to 22 Adults and parents

Synthesis of our research materials showed CHPA does not currently have an educational program in place to

target the demographic of college students. There are indeed materials and resources available to the high

school student population, but we saw an opportunity for the association to expand its influence and target a

more appropriate audience. Our primary research offered further insight to support this research hypothesis,

showing the existence of a culture of sleep aid abuse among the college population, who does not recognize

the behavior as abuse. Interview findings supported this culture of ignorance, as interviewed high school

teachers reported their institutions provide little to no OTC education. Technically savvy adults and parents of

college students are our second key public due to the populations consumer involvement and possible

influence over the public of college students. Interviewed parents admitted to purchasing OTCs without

conducting research and agreed they would use the Internet to find this information, were it available.

Secondary

Healthcare influencers such as pharmacists, doctors and nursesIntervening

Traditional and new media outlets Federal legislators Activists


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Prescription to the ProblemKey MessagesOur campaign goals, objectives and collective efforts are aimed to express the following penetrating messages

for each respective primary public. Efforts targeting college students address the sleep habits and OTC abuse

of this public. Campaign messages are intended to motivate them to adopt healthy, natural practices oversleep aids.

Sleepless nights in college are many, but natural sleep solutions can give

you plenty.

Efforts targeting the second primary public of adult consumers and parents are informative, and motivate the

public to use our proposed resources and tools to educated themselves and others of the values and uses of

OTCs, as well as the side effects and potential dangers in misuse.

Knowledge has the power to nourish the body. Know your medication toensure a healthy recovery.

Spokesperson and PartnershipsOur team recognized the influence capacity and positive campaign impacts spokesperson relationships and

external partnerships can have on program efforts. Identifying an appropriate individual to become this

spokesperson was somewhat of a challenge, but based on familiarity with health topics and established

reputation, we chose CNN Chief Medical Correspondent, Sanjay Gupta, to be a source of trusted industry and

health knowledge for the public. His impact as an official spokesperson will be assessed in the dissemination ofspecific tactics. We also determined two partnerships utilizing companies with a national presence.

CVS

Through our research we found that most of our publics are obtaining their OTC medicines from either a drug

store or retail store. PRescription knew that in order to reach these publics and truly influence and educate

them, we would need to directly engage with consumers during their buying experience at such stores.


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We strategically chose CVS as the drug store that we would partner with for several reasons. First, CVS

currently does not have any affiliation with an organization similar to the CHPA, nor does it implement an

educational program concerning the safe use of OTC medicines. The chain store does donate money and

sponsor St. Jude Childrens Research Hospital, so we know that they are open to philanthropic efforts and

partnerships. We have also found that most of the college campuses we will be running our promotional

events on have a CVS store within a five-mile radius.

By partnering with this credible drug and retail store chain, CHPA will be able to reach their publics where theyalready are. This partnership will be used in a reverse placement event, which will enable CHPA to enter drugs

stores and educate those shopping there.

Serta

Our secondary and primary research found that one of the most common abuses of OTC medicines among

college students is sleeping aids. Students feel that because of the amount of caffeine and energy drinks that

they abuse during the day, they often have trouble sleeping at night. We also found that most college

students though, do not consider this form of OTC use abuse. Prescription PR decided that we needed to

educate these college students and let them know the proper way to use OTC sleeping aids and educate themon the ways in which they are actually abusing them.

Serta is a popular mattress company that currently offers affordable and low-cost options. This is beneficial

because when you are a college student you are generally on a budget and always looking for the most cost-

efficient supplies. Partnering with a well-established company like Serta is beneficial because of their

immense social media presence, affordable pricing and brand following. This partnership will be used in a

strategic tour across college campuses to raise awareness of OTC sleep-aid abuse.

To promote the strategic partnerships and other outreach components of the campaign Prescription PR has

identified a spokesperson that we believe to be appropriate and attainable. Dr. Sanjay Gupta, CNN's Chief

Medical Correspondent, will be used as the face of the campaign. He will promote the partnership with Serta,as well as be the leading face of the CVS campaign and promotional event. Sanjay has a very credible medical

reputation and is known for his appearances on healthcare-related television programs.


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ImplementationStrategies

1. Educate primary publics through outreach methods that target them where they are already looking.a. This educational outreach will reach our primary publics through a free iPhone app. The appwill replace all current informational outlets that are providing mixed and skewed information

about OTC drugs. The platform will promote factual and useful information that is extremely

accessible to college students.

2. Partner with well-known and reputable organizationsa. In addition to spreading awareness and educating our publics about OTC abuse, we will

strategically partner with well-known and reputable national and local organizations to increase

the visibility and success of our promotional events.

3. Use a reverse placement partnership and program to gain attention, reach and educate our publicsthrough traditional methods.

a. In addition to a partnership used to promote our events we will utilize a strategic partnershipthat will allow CHPA to talk and interact with our publics where they are buying OTC. This will

educate and inform all shoppers before they buy the products and provide them with the

resources that they need to stay educated.

4. Garner attention for OTC abuse and the CHPAs efforts to reverse the reputation via a credible andtrustworthy spokesperson.

a. By putting a face on the campaign we will be able to reach a broad range of publics that maynot be necessarily covered in our primary audience. This source will increase visibility and help

us obtain the coverage that we need to make all of our strategies successful.


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TacticsMedictionary

What It Is

CHPA will create a free, focused app for iPhones that targets parents who use OTC medicines and monitor

their childrens OTC medicine use, and college students who use OTC medicines. The app will be top-of-the-

line and will compete with WebMDs app; however, it will be user-friendlier and will have features that

WebMDs app does not. This is a longterm business endeavor, as developers will consistently change and

improve the app to meet users wants and needs.

How It Works

We have created a 10-step process to create a successful and effective app that college students and parents

will choose to use over any other app of this type.

Step 1: Get a feel for the app market

Download $100 worth of apps and explore them for two weeks to understand what is already created.

Questions to consider: Does this app meet any of my OTC needs? Did I become a raving fan after trying it?How are they marketing to customers? What is the competitive advantage of this app?

Step 2: Look to successful apps

Emulate successful apps to have a better chance of succeeding because it takes the guesswork out of creating

an app save time and money!

Questions to consider: Why are people downloading this? Can I take this app to another level? How many

other similar apps are there?

Step 3: Design the app before you send it for coding

Step 4: Register as a developerStep 5: Find prospective programmers

Step 6: Sign NDA, share idea and hire a programmer

Step 7: Begin coding

Step 8: Test the app

Step 9: Post the app to the app store

Step 10: Market the app


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We already completed steps one and two to make better suggestions for Medictionarys purpose and

functionality. After using multiple birth control apps, coffee consumption apps, first aid apps, WebMDs app

and other health-related apps, we believe Medictionary should have a search option, mixology option and a

timer option. The search option will allow users to search every OTC medicine by brand or generic name to

find information that is similar to what is on the medicine bottles; however, it will use common terms and no

jargon. The mixology option will allow users to input other medicines (OTC and prescription) and OTC

medicines they want to use into the app to make sure there are no adverse reactions. Lastly, the timer optionwill allow users to input when they take doses of OTC medicines and set timers to remind them when to take

more doses.

We will work closely with CHPA to assure that successful developers and programmers complete steps three

through 10.

Why It Works

Reach: For cost-effective purposes, we suggest CHPA begins with programming Medicitionary just for iPhones.

It is very expensive and time consuming to program apps for Droids and BlackBerrys, so we feel it is best that

CHPA use iPhones for the pilot app. Many college students and tech-savvy parents use Google to find answers

to their OTC medicine questions, so our app will help these publics find credible information from their

iPhones very easily.

Education: Medicitionary will be seen as the credible, fast and reliable source to answer all OTC medicine

questions. The app will break down jargon found on OTC medicine bottles into terms that college students and

parents can comprehend quickly.

Engagement: Medictionary will be interactive, with its mixology and timer options, compared to WebMDs

app. The app is easy to download and users can learn about it from the media tour and other CHPA outreach

events.

SERTA-fy Your Sleep Habits

What It Is

CHPA will partner with Serta Mattresses to hold the SERTA-fy Your Sleep Habits event on college campuses

around the country. This event will be used to address college students abuse of OTC medicines to aide in a

regular sleeping cycle. The doctor on hand will be available to answer any questions as well as to lead a


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discussion about the proper use and benefits of the same OTC medicines. We will also use this event as a

launch spot for our Medictionary app.

How It Works

We plan to hold the inaugural event at The University of Maryland, College Park. We will draw attendance by

offering raffles and games with prizes sponsored by Serta Mattresses. The raffle will be a random drawing of

ticket stubs that we hand out to each person in attendance. The winner will receive a new mattress, bedframe and linens. One game we will hold will be a mattress race. Teams will compete to push a mattress

outfitted with wheels around a marked course. The winners will receive a prize from Serta Mattresses to be

announced. A doctor will be on-site to hold a discussion about misusing OTC medicines to help you sleep. He

will also discuss the great benefits those same medicines have when used appropriately. The doctor will be a

resource for all in attendance to learn about OTC medicine. The doctor can provide facts and tactics that

college students can use to naturally get more and superior sleep. We will use these events as a place to talk

about Medicitionary as well. We will have QR Codes at all of the events so that patrons can download the app

right there. The doctor will have a good understanding of the app and can answer questions or point out cool

features to the new users.

Why It Works

Reach: Holding the event on college campuses targets one of our main publics, college students. Through our

research we found that many college students are abusing OTC medicines to sleep on a regular basis. Sleep

being something that every college kid wants more of, we thought that discussing better sleeping habits as

well as giving away mattresses would draw a bigger crown of our target public.

Education: We will have the doctor present to discuss sleeping habits with the attendees. We hope that

getting more sleep would be something that every college student is interested it. We will also use this space

to talk about the harmful ways in which people are abusing medicines. The doctor will also be an authority on

the benefits of some of the abused medicines and how can students use them to their advantage.

Engagement: Holding the event in a central location on campus will improve our attendance rate. Enticing

attendees with the chance to win free mattresses or sleep related items is all most college students need. We

will have the doctor as well as CHPA representatives there to engage with the people. Having the QR Code

available for the attendees to download the app adds another dimension to the engagement. We will have

staff there to explain the app and all of its great features.


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Putting The C in OTC

What It Is

CHPA will partner with drug store and pharmacy CVS to reach their target consumers where they are shopping

and buying OTC medicines. CHPA will set up an educational booth in select CVS locations and have

representatives there to answer questions and distribute facts about OTC medicines and the proper ways touse them. This informative counter will be a mock of the pharmacy counter to show it is just as important to

know how to take over-the-counter medications, as it is prescription drugs.

How It Works

CHPA will select 16 U.S. CVS locations for tier-one outreach activities that will take place in Spring 2014. These

outreach activities include an educational counter, Dr. Gupta at as many locations as he can attend,

educational pamphlets and app promotion.CHPA will place representatives behind these counters to answer

questions and hand out information pertaining to the most popular OTCs, safe consumption and awareness

of OTC abuse.At each location CHPA will also promote the Medictionary app by asking shoppers to scan the

apps barcode into their phone and try it out while in-store.While it cannot be guaranteed that Dr. Guptamakes it to every CVS location, if he is in fact the CHPA partner for this campaign, he will need to make

appearances at at least half.

Why It Works

Reach: Our target audience of college students, parents and high school students are found to be obtaining

their OTC medicines from drug and convenience stores. Promoting the OTC counter through social media and

traditional media will help reach all audiences and spread the word about this event.

Education: While OTC medicines often come with instructions, our research revealed that our audience

actually does not read the bottle, nor know where to find information about their OTC medicine. By placing aninformation portal where they already are we are educating our audience in the most accessible fashion.

Engagement: Interactivity of in-person and online events make this strategy an engaging promotion. Our

audience will continue the conversation online through the mobile app and be more inclined to interact with

CHPA social media outlets after seeing them in person.


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An Experts Advice

What It Is

CHPA will set up Dr. Sanjay Gupta as the official CHPA spokesperson for this campaign. He will attend the

SERTA-fy your sleep kick-off, as well as at least half of the CVS locations. Dr. Gupta will do a media tour to

promote the campaign and host a Twitter hash tag, #AskDrGupta, to answer any questions about OTC

medicines and OTC abuse.

How It Works

To start the campaign Dr. Gupta will do a media tour in summer 2013. This tour will promote the SERTA-fy

your sleep campaign and attract media to the college campuses in which he will be attending. In the fall, Dr.

Gupta will kick-off the college campus tours and attend as many events as he can. He will host events and

activities as well as promote the app and his hash tag. CHPA will also have Sanjay Gupta make appearances at

at least eight CVS educational counters. It will be heavily promoted that he is there in order to attract a wide

range of audiences and gain coverage for these in-store counters. While in CVS he will be answering questions

and promoting his Twitter hash tag. In addition to the #AskDrGupta hash tag, Dr. Guptas social media

promotion will have facts of the day, educational advice and other OTC safety information directly from a

credible source.

Why It Works

Reach: By partnering with an influencer with a built-in audience, CHPA instantly gains visibility that media

placements alone could not produce. Using a spokesperson allows for additional outreach activities, like a

media tour, that traditional PR methods would not alone acquire.

Education: Having Sanjay Gupta represent our campaign provides us with expert information that can be used

throughout each strategy. His credibility as a source will drive audience trust of CHPA.

Engagement: Working with a spokesperson gives the target publics additional incentives to engage with ourpromotional events and outlets and share their experiences within their networks. Through a social media

campaign designed around Twitter and the use of a hash tag, our primary publics will feel even more involved

and engaged with not only Dr. Gupta, but with the CHPA and the entire campaign.


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TimelineQ1 (May-July) Q2 (Aug.-Oct.) Q3 (Nov.-Jan.) Q4 (Feb.-March)

Research CVSstores

Set up Universityof Maryland Serta

Event

Begin researchingand developing

app

Promote UMD SertaEvent

Launch Medictionaryapp

UMD Serta Event Start discussions with

other schools (East

Coast)

Launch SocialMedia presence

for Medictionary

Set up at least 3more Serta

Events for Q4

Host three moreSerta Events at

college in

Northeastern

hemisphere

Promote App Set up CVS stores

Q1 Q2 Q3 Q4

Launch CVScampaign at 2

major cities (D.C.,Richmond)

Set up Serta Eventfor SEC

Use spokespersonon media tour for

summer

CVS campaign inNortheast (Boston,

NYC) Run 3 more Serta

Events

Promote App

CVS campaign inMidwest

(Chicago,Indianapolis)

Promote App Launch 2 more

Serta Events

Launch 3 moreSerta Events

Promote App

CVS campaign inNorthwest

(Seattle, Portland)

Q1 Q2 Q3 Q4

Analyze success ofSerta campaign

Survey collegestudents

Determine ifreplicable

Analyze HighSchool options

CVS campaign- 2 inWest (San

Francisco, LA)

Implement HighSchool events

CVS campaign- 2 inSouthwest (Phoenix,

Dallas)


CVS campaign- 2in Southeast

(New Orleans,

Orlando)


Analyze campaign Conduct post-test

surveys


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Budget

Item Subsidy CHPA Cost

App Development $75,000

Placement of app in iTunes $100/month

Educational Material

Putting the C in OTC

$25,000 (CVS) $10,000

Dr. Sanjay Gupta Media

Tour (personal fee and

transportation)

$65,000

Serta-fy Sleep Events $50,000 (Serta) $50,000

Total: $75,000 $200,100


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Monitoring and ReportingEvaluation

Preparation

The first step in the evaluation phase is to look back at our research and decide whether or not it wassufficient for our campaign. We will also look at if we asked the right kinds of questions, and did it lead to a

successful campaign. We will monitor this step as the campaign unfolds to see if we must conduct any further

research to help better the program in the future.

Implementation

Being the logistical phase, we will evaluate whether all items were completed in a timely manner consistent

with our timeline. We will look at how well we used our resources and if there were any additional costs or

surpluses that we did not expect.During this phase we will count our media placements to see whether we hit

our goal of 1 million. We will also have to evaluate whether we were able to get on all of the major channels

such as NBC, CBS, ABC, CNN and FOX. We will also look at the attendance of our events and compare it toour goal of having 300 students at each event. We plan to look at the number of downloads for our app, which

we hope to be 100,000 by the end of the first year. We will check this number periodically to see if we need

more emphasis or media placement for the Medictionary app.

Impact

The final step is to evaluate whether or not we achieved the results that we had intended. We check if the

program met the objectives and changed the awareness and education level on OTC dangers. We can do this

by gauging the interaction between the messages sent to our publics and their response to them. We can

conduct exit surveys for a few students at each event to find out what worked, what didnt and what else they

would like to see at these types of events. Online surveys can be sent to those who were apart of our focus

groups, interviews and original surveys to evaluate the education level after the campaign.


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ResourcesConsumer Healthcare Products Association. (2012). CHPAs 2013 Annual Executive Conference. Retrieved from

http://www.chpa-info.org/AEC/Sessions

Consumer Healthcare Products Association. (6 March 2013). Understanding Trust in OTC Medicines: Consumer

and Healthcare Provider Perspectives. Retrieved from

http://www.yourhealthathand.org/images/uploads/CHPA_OTC_Trust_Survey_White_Paper.pdf

CRC Health Group. (n.d.). Over The Counter Drug Addiction and Treatment. Retrieved from

http://www.crchealth.com/addiction/otc-drug-abuse/

Ducker, Shelly. Expanded Avenues for Rx-to-OTC Switch Empower Consumers and Can Provide Billions in

Value to Healthcare System, OTC Industry Association tells FDA at Public Meeting. Consumer Healthcare

Products Association. Consumer Healthcare Products Association, 22 March 2012. Web. 11 March 2013.

http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html

National Institute on Drug Abuse. (Dec. 2012). DrugFacts: Prescription and Over-the-Counter Medications.

Retrieved fromhttp://www.drugabuse.gov/publications/drugfacts/prescription-over-counter-medications

Partnership for a Drug-Free America. (17 May 2006). Key Findings of: 18th

Annual Partnership Attitude

Tracking Study on Teen Drug Abuse 2005. Retrieved fromhttp://www.drugfree.org/wp-

content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdf
http://www.chpa-info.org/AEC/Sessionshttp://www.yourhealthathand.org/images/uploads/CHPA_OTC_Trust_Survey_White_Paper.pdfhttp://www.crchealth.com/addiction/otc-drug-abuse/http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.htmlhttp://www.drugabuse.gov/publications/drugfacts/prescription-over-counter-medicationshttp://www.drugabuse.gov/publications/drugfacts/prescription-over-counter-medicationshttp://www.drugfree.org/wp-content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdfhttp://www.drugfree.org/wp-content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdfhttp://www.drugfree.org/wp-content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdfhttp://www.drugfree.org/wp-content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdfhttp://www.drugfree.org/wp-content/uploads/2011/04/Key-Findings-Overview-FINAL3.pdfhttp://www.drugabuse.gov/publications/drugfacts/prescription-over-counter-medicationshttp://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.htmlhttp://www.crchealth.com/addiction/otc-drug-abuse/http://www.yourhealthathand.org/images/uploads/CHPA_OTC_Trust_Survey_White_Paper.pdfhttp://www.chpa-info.org/AEC/Sessions


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Teen Help. (n.d.). OTC Abuse Statistics. Retrieved from

http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html

"Teen Drug Abuse." Parenting Teens. Parenting Teens, 30 Oct. 2010. Web. 10 Mar.

2013.http://www.parentingteens.com/ten-drug-abuse-teen-prescription-medications-abuse/

(2011). Over the Counter Drug Addiction. Retrieved from

http://www.overthecounterdrugaddiction.com/index.htm
http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.htmlhttp://www.parentingteens.com/ten-drug-abuse-teen-prescription-medications-abuse/http://www.parentingteens.com/ten-drug-abuse-teen-prescription-medications-abuse/http://www.overthecounterdrugaddiction.com/index.htmhttp://www.overthecounterdrugaddiction.com/index.htmhttp://www.overthecounterdrugaddiction.com/index.htmhttp://www.parentingteens.com/ten-drug-abuse-teen-prescription-medications-abuse/http://www.teenhelp.com/teen-drug-abuse/OTC-abuse-statistics.html


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