Situation: talkStrategy served as the full-service marketing team for Mission Pharmacal’s Dr. Smith’s brand over the course of nearly a decade. In 2013, Dr. Smith’s set out to expand beyond its current state as a local brand with a regional presence to become a national player with a wider target audience. talkStrategy defined the Dr. Smith’s brand by designing iconic brand motifs, defining creative brand standards, crafting messaging, and integrating the brand look-and-feel across all outreach. The talkStrategy team also started their social media presence and continued to elevate the brand’s presence over the years. Fast forward several years, following the brand’s national launch, our team advanced the brand marketing strategy through the development of the “Reach for the Doctor” campaign in both English and Spanish to continually increase brand awareness and reflect the growth in product distribution.
As an active and trusted partner, talkStrategy managed Dr. Smith’s brand development, marketing strategy, regional and national media placements, national influencer partnerships, media relations, social media strategy and execution, national grassroots activations, digital advertising, Search Engine Marketing (SEM), geotargeting, national sampling program, competitor analysis, and event management. Additionally, the talkStrategy digital and data team worked closely with the client to monitor and track sales information through the various retailers.
Strategy: talkStrategy’s highly-integrated marketing initiatives strategically targeted Dr. Smith’s target consumer, the Millennial mom. Our focus on the power of storytelling allowed us to develop shareable and relatable video, print, and digital content that resonated with the brand’s target audiences and were vital to the brand’s success, allowing us to carve a niche for Dr. Smith’s products within a very competitive marketplace.
Impact: Over the course of the “Reach for the Doctor” campaign, we attracted more than 100,000 visitors to the Dr. Smith’s website, inspired thousands of uses of the #ReachForTheDoctor hashtag, attained 1.1 million video views from YouTube users, and grew Dr. Smith’s social footprint to over 70,000 followers across Facebook, Twitter, and Instagram. National sales for Dr. Smith’s products increased by over 20% over the course of the “Reach for the Doctor” campaign.
