The first element was a medical education portal. It addressed questions such as «what anti-coagulants are available?», «what is the INR index?» and «how can I monitor myself?».
The second part of the campaign was called INR Day — a national educational campaign in hospitals and pharmacies aimed at creating further awareness. We invited patients and their relatives to free INR control centres in clinics, and advertised the initiative in pharmacies and via a major digital campaign on Youtube, medical portals and social media.
How should marketing respond
to the crisis?