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Best Practice Database
Product Launch » Public Relations
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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.
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