Self-Medication: Creative Impact for Both Prevention and Consequence Management
The landscape of healthcare is constantly evolving, and a significant shift is taking place in how we approach self-medication. Pharma companies and NGOs are moving beyond simply issuing warnings. They’re embracing a new era of responsible medication use by utilizing creative and impactful strategies.
This patient-centric approach tackles self-medication as a complex issue with multifaceted solutions. It prioritizes public health education to prevent misuse from the start. Additionally, it discourages improper medication use and empowers patients with the knowledge and tools to make informed choices about their well-being.
To illustrate this spectrum of approaches, we’ll share three innovative campaigns that leverage creative formats and utilize strong calls to action (CTAs) to directly engage patients. These campaigns demonstrate how responsible medication use can be addressed across a diverse range of healthcare concerns. From tackling opioid addiction to raising awareness of self-medication dangers, these initiatives are not only benefiting patients but also reshaping the future of pharma marketing.
Case 1
855-HOW-TO-QUIT-(OPIOIDS) (US)
Turning Pills into Hope: Opioid Helpline Connects Users with Survivors When They Need It Most
More than 6.1 million people in the US struggle with opioid addiction. However, due to valid medical applications, opioids remain widely accessible. While there are many support and treatment options, the challenge is for people with substance abuse disorder to take the first step.
855-HOW-TO-QUIT. A helpline that reaches people suffering from addiction in the most critical moment – when they have a pill in their hand. It turns the object of addiction into a way out, by using the mandatory imprint codes on opioid pills into phone extensions: codeine (IP33) is dialed as 4733, oxycodone (K9) as 59. The caller then hears the story of someone who managed to quit that very pill –live whenever the survivors’ availability allows, pre-recorded for 24/7 service.
The campaign consisted of OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots of people struggling with addiction. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted the helpline to their millions of followers.
The initiative was developed by healthcare consultancy Anzen Health, together with a coalition of NGOs, activists, artists, and media companies. Within the first 4 weeks, the campaign reached 137M people through OOH, film, and PR. Over 8000 calls came in during that time, with an average call duration of 4:12 minutes.
Case 2
A Responsibility Dose (Argentina)
Fabogesic Flips the Script: Less Pills, More Sales
People are harmfully self-medicating worldwide and the pharmaceutical industry’s communication is at least partially responsible. In Argentina alone, 50% of people self-medicate. This leads to more than 60 deaths per day.
Fabogesic Ibuprofen’s strategy was powerful: communicating in a responsible manner encouraging people not to consume their medication for minor discomforts. A special packaging (The Anti Self-Medication Pack) offered alternative solutions to alleviate the most common discomfort before deciding to take a pill.
By googling symptoms consumers received messages that strongly discouraged self-medication, while offering to set up an online appointment with a health professional.
The campaign’s goal was to raise awareness on self-medication, and change people’s minds about pain: some aching is healthy if you’ve made an effort. That’s why we invited people to consider a number of alternatives to painkillers (e.g. ice, resting, stretching, etc.) at every touchpoint.
By discouraging unnecessary use, Fabogesic actually increased sales by 18.2% while the campaign was running.
Case 3
Self-Medication Effects (Brazil)
Combating Self-Medication with visual cues
A recent survey in Brazil revealed a concerning trend: 77% of the population self-medicate. However, the general public often lacks a comprehensive understanding of medications, including their mechanisms of action, drug interactions, dosages, and potential adverse effects and contraindications.
To address this issue and discourage self-medication, a recent print and OOH campaign in Brazil utilized impactful visual metaphors. This approach aimed to deliver a clear and informative message while simultaneously grabbing attention with a strong visual. By creating a simple and memorable connection between medication and its potential side effects, the campaign encouraged viewers to seek proper medical advice.
Key Takeaways:
our cut ABBOVE
We saw
Shifting Focus, Moving Beyond Warnings: Pharma companies and NGOs are moving beyond traditional warnings and promoting responsible medication use in creative ways.
Unexpected and Innovative Formats: Effective campaigns that use innovative formats (help-lines, packaging, visuals) across a range of healthcare issues regarding self-medication.
Creative Use of the Pill: The Opioid Helpline (US) campaign utilizes the physical pill as a trigger for information access. By converting pill identification codes into helpline extensions, it transforms the very object of addiction into a potential path to recovery.
We learned that
Impactful CTAs are Key: Strong Calls to Action (CTAs) directly engage patients and drive action. (e.g., helpline numbers, online appointments).
Context Matters: Placing messaging in relevant locations (pharmacies, social media) maximizes reach and impact. (e.g., OOH ads near rehab centers).
Multi-Channel Campaigns Drive Success: Utilizing a mix of channels (TV, social media, print) increases awareness and reinforces the message. (e.g., combining film with influencer promotion).
This encourages us to
Develop Patient-Centric Strategies: Focus on patient well-being and education, not just product promotion.
Embrace Creative Formats: Go beyond traditional advertising. Explore novel ways to engage patients. (e.g., interactive packaging, helpline integration), pills as part of the message…
Think of pills and packaging beyond medication delivery: They can become powerful tools for promoting responsible medication use and improving patient health outcomes.
Triggers for innovating
How might we design interactive social media challenges that encourage patients to share their stories about responsible medication use?
How can we develop interactive educational programs that go beyond basic medication information? Imagine AR experiences that allow patients to virtually “tour” the body and see how different medications interact with their systems.
What if medication packaging contained “scannable” codes that linked to personalized dosage reminders and potential interaction warnings?
How can we collaborate with local social service agencies to provide medication management education and support services to individuals struggling with self-medication due to limited access to healthcare?
How might we develop medication packaging that changes color or displays a message based on expiration date or improper storage conditions?
How can we offer targeted educational materials near over-the-counter medication sections in drugstores, pharmacies and other point of purchase, in an impactful new way?
What if we use smart billboards that change messaging based on real-time weather conditions or local health trends? Imagine an ad displaying information about heatstroke prevention during a heatwave.
ABBOVE TEAM