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25DB




Products & Services Product Launch Public Relations

Slentrol Case Study: Using Integrated PR Tactics to Support a Product Launch

ID: 5014


Features:

11 Info Graphics


Pages/Slides: 15


Published: Pre-2014


Delivery Format: Online PDF Document


 

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STUDY OVERVIEW

This case study reviews the public relations strategy and tactics utilized by Pfizer Animal Health for the launch of its canine obesity product, Slentrol. By raising awareness of clinical results, using human interest stories and driving consumers to Web sites for education, Pfizer generated broad awareness and interest in the first generation product prior to launch. Executives and managers can use this research to gain insights into effective communication tactics to boost awareness and sales of a new product.

KEY TOPICS

  • Using PR to Engage Consumers in Disease Awareness Research
  • Using PR to Drive Consumers to Web Sites for Education and Product Information
  • Using PR to Marry Science and Human Interest and to Win Broad Coverage
  • Using Edgy Direct-to-Consumer Advertising and Social Networks to Increase Awareness

METHODOLOGY
The data for this case study was collected utilizing secondary research.

Industries Profiled:
Biotech; Pharmaceutical


Companies Profiled:
Pfizer Animal Health

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