GlaxoSmithKline Using HP Digital Printing To Drive Results
Tuesday, November 18, 2003
CARY, N.C., Nov. 17 -- On November 1, 2003, MicroMass Communications and Global Soft Digital Solutions -- supported by Hewlett Packard -- brought a new level of customization to the award-winning Committed Quitters program with the launch of a revolutionary new digital printing process. For the first time, one-step printing could make possible a wider range of customization -- including tailoring based on gender, ethnicity and virtually any other demographic variable -- at significant cost savings. "We're excited by the customization possibilities digital printing offers us," commented Ken Neher, Relationship Marketing and Compliance manager at GlaxoSmithKline Consumer Healthcare. "Of course, we're also pleased with the prospect of saving money too." When MicroMass developed the Committed Quitters Program in 1996 for GlaxoSmithKline's Nicorette and NicoDerm CQ OTC brands, we set a standard of success for personalized smoking cessation and education programs that is now being replicated worldwide. Working in concert with GlaxoSmithKline (then SmithKline Beecham) and Saul Shiffman, Ph.D., MicroMass launched the Committed Quitters Program that remains the premier smoking cessation support program in existence today. The results? Better enrollment: Over 575,000 have enrolled in the MicroMass-designed and MicroMass-developed Committed Quitters program since its launch. High ROI: A 350% increase in refills. Better success rates: According to independent research conducted at the University of Pittsburgh, participants in the program were 56% more likely to quit smoking for 120 days than those who did not. "Our approach to relationship marketing is unique. Not only is it intimate and highly tailored, but we apply behavioral science to uncover the emotional and rational triggers that can help shift attitudes and change behavior," Wayne Bulger, MicroMass Co-Founder and Account Director added. "Which is critical to breaking the psychological addiction to smoking. And now with this innovation in digital printing, we have an opportunity to further refine our messaging at significant cost savings." Committed Quitters received the International Award of Excellence from the Medical Marketing Association and GSK's MLP Interactive Pearl Award for Excellence.