Nexium Case Study: Using Public Relations to Reach Diverse Patient Populations and Build Bridges Between Product Generations
2009 JUL 27 - (NewsRx.com) -- Research and Markets has announced the addition of the "Nexium Case Study: Using Public Relations to Reach Diverse Patient Populations and Build Bridges Between Product Generations" report to their offering. 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. Keywords: , Health, Pharmaceutical, Communications, Marketing, Marketing, AdvertisingAcid Reflux, Acid Reflux Disease, AstraZeneca, Drugs, Esomeprazole Magnesium, Gastroenterology, Gastroesophageal Reflux Disease, Nexium, Omeprazole, Pharmaceutical Business, Pharmaceutical Company, Pharmaceuticals, Prilosec, Therapy, Treatment, Research and Markets. This article was prepared by Biotech Business Week editors from staff and other reports. Copyright 2009, Biotech Business Week via NewsRx.com.
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