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Pfizer to discuss Erectile Dysfunction
22 November 2005
After almost a year of absence from the airwaves
on the subject, Pfizer will break
a television spot this week discussing erectile
dysfunction. The move has been long awaited, since Pfizer's
Viagra commercials were pulled from the air in November 2004, following
criticism by the Food and Drug Administration.
The new effort is not associated with the brand
and takes the form of an educational campaign encouraging men to
call a Pfizer help line to talk about their condition and to receive
advice on how to approach their doctors about it. The theme has
been given the title of "Make the call."
The step taken by Pfizer will focus on informative
and educational advertising. But the company's Viagra
brand, which is not mentioned in the advertising, is likely to benefit
the most. When a patient goes to his doctor with specific ad-driven
requests, the leading brand in the category tends to benefit the
most.
To read more, visit...
http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1001526230
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