PITTSBURGH -- GlaxoSmithKline Consumer Healthcare is leveraging the Internet to build on its offline promotions.
The over-the-counter medication division of London-based GlaxoSmithKline has already offered e-promotions -- including online samples and coupons -- for Remifemin, an herbal product which helps treat the symptoms of menopause; AquaFresh dental gum; Nicorette smoking cessation gum; and the NicoDerm CQ nicotine patch. The unit manages about 40 brands.
And it plans to run several more, including one this month for Abreva, a cold sore medication, Bob Pflueger, manager of e-promotion development, told Brand Marketing. Printable coupons for Abreva will be offered to members at CoolSavings.com and also directly at Abreva.com. While coupons have been offered at Abreva.com before now, they were distributed through the mail.
"What makes this month's initiative unique is being able to present the offer to consumers instantaneously by way of the CoolSavings printable coupon," Pflueger said.
While the division is also actively engaged in offline promotions, it likes the immediacy of the Internet, saying the medium helps drive trial and build brand loyalty.
Pflueger noted that by using e-coupons, the company can track redemption trends quickly, and reduce paper and mailing costs.
"We're trying to minimize waste," he said.
The division is also offering printable coupons at www.dontquitalone.com, a site that promotes the buddy-system approach to stop smoking. Visitors who register at the site by providing such information as name, address, age and e-mail can get $1 off any AquaFresh dental gum and $5 off Nicorette or NicoDerm.
