Attacking Ailments With Small Doses
By ELIZABETH OLSON
Published: November 8, 2012
According to Elizabeth Olson's article found in the New York Times, small pop-up pharmacy named "Help Remedies" is making a serious break into the pharmaceutical market. After being founded in 2008, the company for a while saw small improvements in consumer basis. However, as of recently, the company is exploding onto the scene.
Elizabeth Olson explained that today, "The company’s products are found in major pharmacy outlets like Duane Reade and CVS, as well as Target and Walgreens. Last year, the company reached $4 million in sales and is set to expand after Washington to San Francisco; Seattle; Portland, Ore.; Austin, Tex.; Chicago; and Miami."
The mission of the company is supply people with low doses of everyday woes. Such examples are nausea, headaches, stomachaches, blisters, and even insomnia. Each of these daily illnesses are coupled with a quirky catch line. For example, "Help, I can't sleep."
The simplicity of the marketing is the beauty behind their operation.
Marketing is the strong suit of the company due to the collaboration of its two founders both of which were previously marketers. They found that their simple solutions tell the details of the products better than any fancy advertisement could.
Their offbeat approach to marketing entices consumers to seek their help. The details of their marketing incorporate tactile packaging, performance, windows, and viral videos. With quite the budget Help Remedies has focused on a fun and zany approach to spreading their brand.
Lastly, in order to spread their remedies the company has also chosen to distribute the packets where they see fit. For example, they reported to the Republican National Committee headquarters to hand out Nausea packs to the dishearten group after their recent loss in the presidential election.
Personally, I have never heard of this brand or any of their products. With that being said, I believe their concept is brilliant. Reading this article definitely forced me to have one of those moments where you sit back and think "why didn't I think of that?"
As frustrating as it is, I can really foresee myself use some of their packets. It is so simple. It focuses on particular solution and does not leave room for excess tablets. That concept alone I think it big enough to carry the company into a successful market place. Without the little inconvenience of unnecessary packets consumers will not feel like they wasted money on excess. This point will be particularly important for Americans who prefer simple, fast, and easy solutions.
In conclusion, I think that as long as they continue to minimize advertising costs and continue to maximize their distribution techniques that they will be a force to reckon with in no time.
I predict that within the next three years this couple will have spread to a household product, if not even earlier. And lets be honest, having their name written all over an article in one of the biggest newspapers in America does not hurt their chances.
Topics: Advertising, Brand, Product, Packaging
New York Times Article
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