Marketing Pristiq: The Advertising Challenge

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Case Details:

Case Code : MKTG229
Case Length : 26 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Wyeth
Industry : Pharmaceuticals
Countries : US

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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.

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Introduction Contd...

Wyeth promoted Pristiq in several ways. In its marketing communications, Wyeth stated that Pristiq was superior to the other anti-depressants including its own drug Effexor XR. It highlighted the metabolic advantages and lack of drug interaction potential of Pristiq over other anti-depressants, while promoting it to physicians and later to the consumers. Wyeth also priced both the 50 mg and the 100 mg dosage versions of Pristiq at 20% less than the price it charged for a 75 mg version of Effexor XR. Wyeth carried out several marketing campaigns to promote Pristiq. For the first year, the company concentrated on promoting the drug only to physicians, after which it started advertising to consumers.

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The major challenge faced by Wyeth while promoting the drug to consumers was to ensure that its campaign met the new guidelines of advertising proposed by the US Food and Drug Administration⁴ (FDA) to pharmaceutical companies.

Analysts were skeptical about the benefits provided by Pristiq as compared to other anti-depressants available in the market. Some analysts were also unsure about the effectiveness of the marketing campaign undertaken by Wyeth to promote Pristiq...

Excerpts >>

4] Matthew Arnold, "For Pristiq, Wyeth Deploys Wind-up Doll," www.mmm-online.com, June 10, 2009.

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