From the data, Procter & Gamble will pinpoint flu prone regions from around the country and then will send advertising messages to them. Google has gathered flu-related web searchers from 2003 to 2008, and subsequently created a database of the most flu-prone areas to assist public health officials and health professionals in improving their responses to seasonal epidemics.
In addition, Google has also created a formula that estimates regional flu activity within a day. The predictive model is named ‘Google Flu Trends’. It’s quick turnaround time has an advantage over the current C.D.C. flu reports, which can take between one or two weeks to publish flu outbreaks.
Targeted Advertising Messages
With the Vicks Behind Ear Thermometer ad messages, Proctor &Gamble plans to only target mothers of flu patients in the flu-prone regions as well as those mothers within two miles of retailers such as Walmart Stores (NYSE:WMT) and Target Corporation (NYSE:TGT) that will sell the new thermometer.
Vicks has also launched a mobile campaign while the targeted campaign was launched by Procter & Gamble (NYSE:PG) on a small scale this month. It will go full scale in January and February during the peak of flu season.