The Abbott team needed a diagnostic solution that tested and diagnosed the scalp health of the consumer in the Indian market. They wanted to run an activation in doctors’ offices to ensure that Selsun was prescribed as the best solution for dandruff and more serious scalp issues. Intended was to have a 360 approach with similar activations taking place not only with Dermatologists but in pharmacies and modern trade as well.
How did USP Solutions help?
The USP Solutions’ challenge was to translate Abbotts’s needs into a demo tool which enabled their sales representatives to present to doctors a quick and easy analysis tool that steered them to the right product choice. This tool was designed to assist the doctor to visibly diagnose and present findings that were easy, quick, and accurate. Convincing the doctor to prescribe the Selsun product variant that maximized the results for the user. While In-store profiling of the consumer scalp helped consultants towards proposing the most appropriate hair product.
The experts at USP Solutions proposed the Scalp Sebum and Dandruff level tester as the best technological match for this campaign. Packed in a box with 20 tests (1 per consumer) for easy handling and distribution; the customized multi-sensory demo tool used by highly trained sales representatives and store consultants was used to diagnose scalp health, start a conversation with consumers and steer the user to the right product choice.
