Pharmaceutical/Healthcare/Personal Care Products & Services



Client: McNeil Consumer Healthcare Canada, Guelph, Ont.

Campaign: WAVE #1 – Opt-in Mailing/E-mail

Agency: MacLaren McCann Relationship Marketing, Toronto

SVP, Creative Director: Kimberley Walsh

Group Creative Director: Andy Montague

Copywriter: Jeff Carlton

Art Director: Kimberly Collins

The growth of generic products and the proliferation of branded product offerings have played a major role in creating an increasingly competitive and cluttered consumer self-care marketplace. This environment has left marketers of self-care products, such as McNeil Consumer Healthcare, searching for points of relevant and sustained differentiation versus its key competitors.

While many packaged goods marketers continue to approach the concept of CRM with a sense of apprehension (mainly due to the lack of transactional data), McNeil sought to increase loyalty within its brands and to drive growth more efficiently by getting closer to its customers.

As part of its customer acquisition efforts, McNeil leveraged the strong familiarity and equity of its flagship brand, Tylenol. Direct tools such as DM and

e-mail were used to communicate with and engage high-value households. Research and analytics were also employed to identify the ‘right’ households and to customize communications based on household needs and profiles.

Results for the first customer acquisition initiative were overwhelming with opt-in response for both DM and e-mail more than doubling original forecasts. This more than paved the way for ongoing CRM activity that will create additional value and consideration for McNeil’s brands.


Roche Diagnostics, Laval, Que., for its ‘Analyse This’ campaign, created by Blitz


Pfizer Canada, Pointe-Claire, Que., for the ‘Accupril Direct Marketing to Physicians’ program, developed by Allard-Johnson Communications, Montreal