Essay upon Baldness and Product Claim

п»їYou would be the marketing representative of Propecia, a new drug for hair restoration that is about to hit the market. But the medicine can only can be found via a healthcare provider's prescription. So do you advertise directly to balding men? Do you really concentrate on targeting physicians? What about attempting to impact the wives or girlfriends or barbers of balding men? These issues plus more faced Tom Casola, who in 1997 was heading the Propecia marketing effort for the drug manufacturer Merck & Co. The case was talked about by target audience members at the 5th Twelve-monthly Alumni Health care Conference upon November 6th, 2004; HBS assistant professor Marta Wosinska led the conversation. The Propecia release came each time of regulating change, which will made advertising and marketing of prescription medications to customers more possible. But Casola had to consider three restrictions on this kind of advertising: 1 ) A " product claim" ad can mention the two brand name from the drug as well as the problem it may correct, nevertheless would also need to include a set of major unwanted side effects. Trying to set side effects into context within a 30-second TV SET spot was next to impossible. 2 . " Reminder" ads could mention the rand name of the drug, but not mention what the medication was for. 3. " Help-seeking" advertising allowed for un-branded ads that would encourage men to seek a doctor's guidance if these were concerned about hair loss. In addition to marketing directly to consumers, Casola would contemplate strategies for Merck's more traditional advertising channel of selling immediate to doctors, using the business army of field reps. The problem of so-called " detailing" to physicians is that the revenue reps possess literally a couple of minutes or even secs to pitch directly to a doctor, and are selling three Merck drugs at the same time. DIRECT TO CONSUMERS

Offered the Food and Drug Administration's advertising limitations, what kind of advertising should certainly Merck go after, Wosinska asked the audience: merchandise claim, prompt, or help-seeking? Most guests thought the product claim approach was the...



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