Marketing Pristiq: The Advertising Challenge

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download Marketing Pristiq: The Advertising Challenge case study (Case Code: MKTG229) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:


Case Code : MKTG229 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Strategic Marketing / Marketing Communications / Regulations / Advertising
Case Length : 26 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Wyeth
Industry : Pharmaceuticals
Countries : US


Pristiq was developed by Wyeth Pharmaceuticals (Wyeth) to tackle the patent expiry problems for its blockbuster drug, Effexor XR, which was also one of the top ten highest selling pharmaceutical products globally. Effexor XR was an anti-depressant that helped in treating major depression disorder (MDD) and anxiety disorders associated with depression like generalized anxiety disorder (GAD), social anxiety disorder (SAD), and panic disorder in adults. Effexor XR was set to expire in 2010 and cheaper generic versions of the drug were expected to be available in the market in June 2010; this was expected to make a huge dent in Effexor XR sales. Wyeth launched Pristiq in the US market in May 2009 and promoted it as an enhanced version of Effexor XR in a bid to shift existing prescriptions of Effexor XR to Pristiq.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Towards this end, Wyeth initially marketed the drug to doctors. However, the sales of the drug between its launch and March 2009 was a paltry US$ 115.8 million, far lower than initial projections. Later in June 2009, Wyeth launched an advertising campaign directed at consumers. While advertising a drug, pharmaceutical companies had to comply with stringent statutory and regulatory requirements. The problems were compounded in mid 2009 as the USFDA proposed some additional guidelines regarding risk disclosure. Some experts felt that these new guidelines left little room for marketers to get through their message in a creative way.

The initial reaction of the industry observers regarding the ad campaign was mixed. Some felt that the ad campaign failed to comply with the new guidelines. They felt that advertising could be a differentiator in an overcrowded anti-depressant market; however getting it right was not easy considering the nature of the drug, side effects profile of the drug and existing regulations. The challenge before the Pristiq marketing team was to connect with the target audience with their ad campaigns while also complying with the stringent statutory and regulatory requirements for advertising prescription drugs.


Understand the issues and challenges faced by pharmaceutical companies in promoting their products in view of the stringent statutory and regulatory requirements for advertising prescription drugs.
Understand the issues and challenges in capturing market share for a 'me-too' product in an overcrowded market.
Understand how Wyeth built up Effexor XR as one of the top pharmaceutical products.
Analyze the marketing effort for Pristic including the advertising campaign launched by Wyeth for the product.
Understand the legal and ethical issues related to marketing and promotion of a drug, particularly an anti-depressant.


  Page No.
Introduction 1
Background Note 2
The Blockbuster Anti-Depressant - Effexor 4
Effexor's Successor 7
Marketing Pristiq 9
The Results 11
Criticism 12
The Company's Response 14
The Road Ahead 15
Exhibits 17


Advertising, Marketing communications, statutory and regulatory requirements, Differentiation, Direct-to-consumer advertising, FDA Regulations, Anti-depressants drug market, Effexor, Pristiq, Depression

Marketing Pristiq: The Advertising Challenge - Next Page>>

Custom Search

Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection

Case Studies Links:- Case Studies, Short Case Studies, , Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.