Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 July 2006
Length: 19 pages
Data source: Field research
Abstract
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's experience of past launches has little bearing on how its two available instruments, physician detailing and direct-to-consumer advertising, might play out in this case. Three issues present themselves as new: (1) the form of advertising; (2) the consumer message; and (3) the balance between consumer and physician marketing efforts. The ensuing discussion allows participants to explore the goals of and interdependence between various marketing instruments.
Location:
Industry:
Size:
USD20 billion revenues, 70,000 employees
Other setting(s):
1997
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 July 2006
Length: 17 pages
Data source: Field research
About
Abstract
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's experience of past launches has little bearing on how its two available instruments, physician detailing and direct-to-consumer advertising, might play out in this case. Three issues present themselves as new: (1) the form of advertising; (2) the consumer message; and (3) the balance between consumer and physician marketing efforts. The ensuing discussion allows participants to explore the goals of and interdependence between various marketing instruments.
Settings
Location:
Industry:
Size:
USD20 billion revenues, 70,000 employees
Other setting(s):
1997
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 July 2006
Length: 17 pages
Data source: Field research