Tylenol relies on mobile to educate consumers on responsible dosage
By Giselle Tsirulnik
January 31, 2012
Get Relief Responsibly
Consumers can scan 2D codes on select boxes of Extra Strength Tylenol for access to dosing information and other helpful tools at the point of purchase.
By scanning the 2D code on specially-marked boxes using their smartphone’s bar code scanner, consumers are connected to a mobile-optimized Web site with dosing instructions, relevant news and health content. The new 2D codes are launching as part of an initiative called Get Relief Responsibly.
“QR codes are able to provide a very efficient and easy to use means for brands to activate their competitions, social media programs and promotions in-store, whether at shelf, on pack or at point of sale,” said Laura Marriott, Denver-based CEO of NeoMedia Technologies.
“If mobile in general is facilitating better customer service and ensuring brands are perfectly in sync with their customers’ likes and dislikes then QR codes are providing the perfect tool to help facilitate that interaction and build customer loyalty,” she said.
Ms. Marriott is not affiliated with Tylenol. She commented on bar codes generally and not specifically on Tylenol’s use of bar codes.
According to Tylenol
maker McNeil Consumer Healthcare
, more than 600 over-the-counter and prescription medicines contain acetaminophen – the active ingredient in Tylenol.
Get Relief Responsibly
Get Relief Responsibly is a national initiative designed to educate consumers about the appropriate use of prescription and over-the-counter medications, particularly those containing acetaminophen, and the importance of reading and following medication labels.
Tylenol has created a Web site to help understand why and how to use all acetaminophen products appropriately, as well as provide tools and resources regarding the appropriate use of over-the-counter and prescription medicines.
This includes expert advice on medicine safety, a list of common over-the-counter and prescription medicines that contain acetaminophen, and a tool to help consumers understand how to read the drug facts labels that come with all over-the-counter medications.
Besides the QR code on specially-marked boxes of Tylenol, consumers can also text the keyword TYLENOL to short code 30241 to connect to the content.
"Consumers often enter stores considering a product, then decide in the aisle after they look at price, possible alternatives, and information available," said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.
"Successful brands are making it easier for customers to make choices," he said. "Having bar codes at the shelf is often a good way to go, especially if they are within a broad mobile offering that gives shoppers the ability to act on their terms.
"Some will engage via scan, while others will look to get smarter through mobile web, SMS, or an app, for instance."