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

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

Product Type: Market Research Report
Published by: Best Practices, LLC
Published: October 2008
Product Code: R3339-47

Description

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

Table of Contents

Executive Summary
Marketing Skills
Engage Consumers
Early Public Relations
Later Public Relations
BARC - Body Assessment Ratings for Canines
Marrying Science & Human Interest
The PR Campaign
PR-Triggered News Stories
PR Coverage
New Media PR
About Best Practices, LLC

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