Know-How Exchange : Advertising/PR

We have recently launched a new cold sore product called Dynamiclear Rapid in the market sold via Pharmacies in Australia. We have advertised it on National TV via Commercial Networks and Foxtel. We tried off-peak, fringe peak and Prime Time TV adverts. We have repeated it. We feel the TV campaign is extremely expensive yet it is not producing the desired outcome of driving consumers to pharmacies. We have no way of measuring how effective the TV Campaign are except through increased sales at the pharmcies. Our product Works - All pharmacies selling th product has acknowledged it effectiveness and have given thumps up. In the last 4 months 4 new competitor product has surfaced so we need to increase our public awareness campaign. We not getting enough message through to the general public just with TV. We are thinking of different PR campaigns, informatials, billboard advertising, mailbox samples drops, webmarketing. We are searching for cost effective strategies to reach out to general public to create and awareness of. We are extremely tightly with funding thus we are looking for better. Can you help identify which advertising methods should we employ. Is there anyother method better then Television?