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

Published by: Best Practices, LLC

Published: Oct. 1, 2008 - 15 Pages


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

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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