Allegra

Launching a Major OTC Drug Conversion with Digital Excellence

Client

Chattem (Sanofi-Aventis)

Market Position

Nationwide

Distribution

Overview

Chattem, a division of Sanofi-Aventis, needed to launch a major digital marketing campaign for converting Allegra from prescription to over-the-counter allergy medicine. The project required multi-channel execution with strict pharmaceutical compliance in a competitive market.

Challenge

Chattem needed to launch a major OTC conversion within a tight timeframe in a competitive allergy market while maintaining strict pharmaceutical compliance and regulatory requirements. The campaign needed to reach consumers across multiple channels while providing healthcare professionals with the tools and information they needed to support the transition.

Solution

Infinity Interactive developed a comprehensive multi-channel digital ecosystem including desktop and mobile consumer sites with product information and purchase directions, a drug reaction reporting system with custom CRM integration to Chattem's Oracle database, a coupon registration system integrated with email marketing, a healthcare professional (HCP) site for sample requests, Spanish-language support, and custom Facebook applications with coupon tabs.

Impact

FDA approved OTC status successfully launched
Achieved nationwide distribution within months
Ranked second only to market leader Claritin in first-year retail sales

Our Approach

We designed the entire digital infrastructure to support both consumer engagement and healthcare professional needs. The platform integrated seamlessly with Chattem's existing Oracle database for CRM functionality, ensuring all customer interactions were tracked and managed effectively. Post-launch, we provided ongoing support including resolving critical Facebook HTTPS integration issues.

Results Achieved

FDA approved OTC status successfully launched

Achieved nationwide distribution within months

Ranked second only to market leader Claritin in first-year retail sales

Successful multi-channel campaign execution

Seamless CRM integration with existing systems

Spanish-language support expanding market reach

Technologies Used

Web Applications

Facebook APIs

Oracle Database

CRM Integration

Custom Applications

Key Features

Desktop and mobile consumer websites

Drug reaction reporting system

CRM integration with Oracle database

Coupon registration and email marketing

Healthcare professional (HCP) portal

Sample request management

Spanish-language support

Custom Facebook applications

Coupon distribution via social media

What Our Client Said

"Converting prescription medicines to OTC products is a key growth driver for Sanofi-Aventis to become a diversified healthcare company in the United States."

Hanspeter Spek

President, Global Operations, Sanofi

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