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Marketing Challenge:
Each year a flood of new pharmaceutical
drugs are introduced to the market, making it difficult for doctors
to keep abreast of how best to utilize new treatments to improve
patient care. This is particularly true for the treatment of
hypertension, where pharmaceutical research has produced numerous
new drug treatments in recent years along with a dizzying amount
of informational literature for doctors to digest. In launching
Norvasc, a breakthrough drug treatment for patients diagnosed
for hypertension and angina, Pfizer wanted to communicate with
doctors in a way that cut through the noise, educated doctors
about the benefits of the drug, and helped the doctors make smart
decisions about how the drug could improve patient care.
Results with 3-D:
Pfizer and its advertising agency Anderson
Advertising provided custom 3-D reels and viewers for use by
the company's sales representatives in seminars and training
sessions with doctors. The campaign generated outstanding results
for Pfizer, with the Norvasc educational reels and viewers used
by 3000 Pfizer sales representatives to help thousands of doctors
learn about the new treatment in way that was educational, entertaining,
and memorable. The 3-D reels and viewers ultimately became the
centerpiece of a multi-stage marketing campaign that broadened
doctor awareness of the drug even further. |
