Nexus was requested to undertake a medicine recall for an over the counter medicine manufacturer to manage and put into place a national product recall as a precautionary measure. As part of the approach taken, Nexus worked closely with the MHRA in terms of healthcare professional, retailer, press and consumer announcement timings.
Nexus pulled together a strategic planned approach within one hour of the issue breaking. Resulting activity such as the compilation of press statements; customer and consumer question and answer materials and draft ad wording were compiled within half a day. Nexus also put into place an extensive emergency media training practical session for all marketing and senior personnel involved with the recall issue.
All communication materials echoed the same messaging with specific reference to the fact that the recall was indeed a precautionary measure, where consumers were being asked to return certain batches of product to the retailers from which they bought the products, with immediate effect.
In addition and to aid any resulting press questions, NHC pulled in additional GP advice. This, together with all the communication materials was shared with the MHRA so that the agency could also echo the same message content approach with their resulting communication materials.
To ensure all consumer/customer worries were answered promptly following the recall announcement, Nexus put into place and briefed a care-line run by nurses. This care line ran 24/7 for the duration of time needed.
Following agreement with the MHRA, timing was chosen to announce the recall and all appropriate press materials, together with the dissemination of information to healthcare professionals and retailers were issued. A press office 24/7 was also run.
The recall was handled to the satisfaction of the MHRA and retailers, which were involved in every step.
Following an omnibus survey post the recall, the brand’s reputation was unharmed, no scare stories were circulated and media coverage was prevented.