Game-changer in pharma industry

MANILA, Philippines - In a country that has only two, but very unpredictable seasons, illnesses such as colds, sore throat, cough and flu are very common. The Philippines, being one such tropical country, sees its citizens lining up year round in drug stores to buy medicines that promise to cure them with haste.

But not many could afford such medications. Hence, they are lured to buy “wonder drugs” that have meager to no effect at all. Being sick in the Philippines, as they say, is very costly.

But with the entry of affordable medicines, people now have more access to pharmaceutical products. RiteMed, a pharmaceutical company catering to the larger middle-to-lower economic classes, has not only established a strong brand in the Philippines, but also allowed many people to get well without paying more than twice the price.

This is the personal campaign of  Susan Roces, the widow of action king Fernando Poe Jr. She is the lead endorser of the brand, advocating the use of affordable yet effective medicines manufactured and marketed by the company.

In the brand’s commercials, one can see Roces as a strong lady campaigning for RiteMed, much like how she promoted her late husband during his bid for presidency in 2004.

Her eyes pierce through one’s soul, urging her audience to opt for RiteMed’s medicines instead of the branded ones, which are double or even triple the price. Her pleading yet strong eyes look directly to the viewers, intently asking them to keep their savings by choosing RiteMed.

Roces’ sincerity has caught the audience, driving the aggressive growth of the firm. RiteMed is now the No. 1 unibranded medicine and the fastest-growing in the pharmaceutical industry.

Her popularity as an actress has led to her high credibility as an endorser, as shown by a recent study by leading ratings provider Nielsen.

In one particular commercial titled Puso, a man asks the question: “Why are RiteMed-produced medicines effective yet affordable?” She answers this by gently raising her right hand as if swearing to a court while closing both her eyes as she says: “Because RiteMed wants you to be well.” She then explains that the firm’s medicines are produced in modern factories around the globe, ensuring their quality and efficacy.

Roces speaks in Filipino all throughout the 30-second commercial. She points out that RiteMed “offers medicines at lower prices, so that you can afford them — so that you can get well. Because we want you to be well.”  

The Puso ad, Nielsen found, was “impactful and differentiated,” with RiteMed brand’s level of correct recognition at 83 percent, exceeding Asia-Pacific norms. The survey firm covered respondents across the country from the Greater Manila Area to Mindanao. 

Why did they like the commercial? It’s not just because of Roces’ prowess in persuading. Nielsen’s study showed that it’s because of the audiences’ trust in Susan Roces herself.

With all that buzz about the actress, was the company’s message heard loud and clear? Nielsen believes so, as nearly half, or 45 percent, of the respondents who saw the ad agreed that it’s easy to follow.