Abstract
STUDY OVERVIEW
This case study reviews the public relations strategy and tactics utilized by
AstraZeneca for Nexium, its product for acid reflux disease. Nexium, a
Gastroesophageal Reflux Disease (GERD) treatment, employed integrated PR and
marketing communication strategies to launch Nexium as the successor to
Prilosec, AstraZeneca' s first GI Blockbuster. After establishing Nexium as
the new purple pill, AZ public relations campaigns used Internet-based tools
such as alerts and resource support strategies to seed and grow patient
relationships during the product' s growth years. Other Web-based PR campaigns
used education tools such as polls and diet tips to engage patients. The
company also used Podcast technologies and a celebrity spokesman to spread the
word about Nexium. AZ marketing and PR savvy offer a case example of
effective product generation succession marketing - Nexium hit blockbuster
status in its second year on the market.
KEY TOPICS
- Employ product transition to bridge from first generation to second
generation.
- Employ relationship strategies to create loyal customers throughout the
product lifecycle.
- Employ referral strategies among families and users.
- Employ podcast and other new technologies to extend education to patient
populations.
- Create tools to help patients self-diagnose and have effective meetings
with their physicians.
SAMPLE LESSONS LEARNED
- Building Bridges: Integrated PR and communication strategies helped
AstraZeneca and Eli Lilly build sturdy bridges from Prilosec to Nexium and
from Prozac to Cymbalta. This “bridge building” requires good
planning and ideally should commence at the back end of the first generation' s
product lifecycle.
- Timing of the Bridge Building: Field findings revealed that on average,
successor products should commence PR two years prior to the new product' s
global launch. Some recommended three years lead time. Nexium succeeds
Prilosec as a leading blockbuster for treatment of GERD.
METHODOLOGY
The data for this case study was collected utilizing secondary research.
INDUSTRIES PROFILED
Pharmaceutical
COMPANIES PROFILED
AstraZeneca
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