The purpose of the campaign was to educate GPs on the clinical benefits of Metamucil, and to encourage GPs to provide their patients with samples of the FMCG product.
Tonic distributed 14,370 Metamucil GP Packs nationally, which included 287,400 sample sachets. Proctor & Gamble used independent research Agency IPOS to monitor the outcomes of the campaign.
- 15% of patients who had visited a GP and were interviewed, were given a Metamucil sample.
- 55% of those who received a sample from their GP went on to purchase the product.
The campaign was very successful, P&G were very happy and additional campaigns have take been booked with Tonic in light of these results.
Why it matters
These insights demonstrate how GP recommendations directly impact consumer choice and reaffirms how GPs are highly trusted among patients.