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

Non-Members: To download a complimentary excerpt of this study, please click here.


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

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.