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Products & Services R and AS Conferences 2003 Feb 2003: Portfolio Optimization

Feb 2003 GBC Presentation: Balancing Competing Agendas: Integrating Advocacy Groups into Portfolio Marketing (Devonshire International)

ID: GBC-P022003DHB


Published: Pre-2013


Delivery Format: PowerPoint


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • PRESENTER INFO
Examples of innovative partnerships with advocacy groups, that facilitated the delivery of value added services to the end consumer. Specific example would be TriAD, a disease management program for Alzheimer’s patient caregivers.

Presentation will include a tactical discussion of a groundbreaking deal between Pfizer/Eisai and the Alzheimer’s Association, the national advocacy group which was critical to the success of Pfizer/Eisai’s new Alzheimer medication, Aricept.

This cooperative arrangement was a means of presenting a value added service to the advocacy group, while at the same time cementing the continued involvement of the patient’s caregivers.

Tactical background and results: The value added services involved a $1.5M 3-year deal for the critical marketing endorsement provided by the National Alzheimer’s Association, a premier national advocacy group which was previously hostile to the pharmaceutical industry.

Industries Profiled:
Professional Services


Companies Profiled:
Devonshire International

Harry T. Atkins
Consultant

Devonshire International