Abstract
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
Biotechnology; Pharmaceutical
COMPANIES PROFILED
Pfizer Animal Health
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