Manage Team Structure for Marketing Excellence -- Part 2

Employ public relations tactics to create “free marketing” for new products. Several companies have had great recent success using non-traditional public relations tactics to build market awareness of pre-launch drugs. These companies have gotten approval or endorsements from political, religious, and popular culture figures that appeal more strongly to consumers than a “talking head” medical expert. At least one benchmark partner has built this practice into its normal public and investor relations activities as an adjunct step. The public relations department joins the formal marketing team in Phase III to coordinate both normal support for a new product as well as seeking opportunities for extraordinary publicity. Not every product lends itself to publicity, but a marketing executive at the partner company said that new opportunities for publicity were opening up as the FDA relaxes advertising restrictions and medical consumers become more accustomed to the new wealth of information ...

Industries Profiled:
Pharmaceutical


Companies Profiled:
A Leading Pharmaceutical Firm

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