Pharmacy Times and U.S. News & World Report


Pharmacy Times and U.S. News & World Report Launch Over-the-Counter Guide of Pharmacist Recommended Products

 

Overview

Pharmacy Times and U.S. News & World Report collaborate annually to identify and promote pharmacists’ top-recommended healthcare products in the Over-the-Counter (OTC) Guide to Pharmacist Recommended Products. Hornercom worked with Pharmacy Times and U.S. News & World Report to reach consumers and key advertisers for this important and growing initiative.


Strategy 

Hornercom planned a strategic, exclusive advance of the news, including key highlights of pharmacists’ top recommended products, to NBC’s TODAY. Teaming with both Pharmacy Times and U.S. News & World Report, Hornercom also developed a supplementary social media outreach program to maximize the OTC Guide’s visibility. Joint efforts with the U.S. News & World Report team culminated in day-of outreach to additional consumer media outlets.


Results

Working closely with the segment producer, Hornercom ensured appropriate and mutually beneficial positioning for both organizations, including mention of both organization’s names and the use of the OTC Guide graphic package, as well as the website address and social media handles. TODAY coverage of the OTC Guide reached an audience of more than 12 million people. Additionally, TODAY’s Twitter post of our segment reached an audience of 2.87 million and multiple broadcasts of the segment aired via the new TODAY channel on SiriusXM. Day-of announcement coverage in major U.S. markets combined with the TODAY results generated more than 25 million branded media impressions.

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