Subject Index
 

Adalat, an ageing pharmaceutical brand, was struggling to keep its head above water in the fiercely competitive category of hypertension (high blood pressure). Knowing the reluctance of GPs to reveal ...

This case study relates the success of a campaign for Fybogel, a 30 year old brand manufactured by Reckitt Benckiser Healthcare, prescribed for a variety of fibre-related conditions, such as constipat ...

Zelnorm's first direct-to-consumer campaign for IBS-C successfully established the brand and overcame many consumer treatment barriers. DTC campaign objectives were to drive IBS-C sufferers into physi ...

UnitedHealthcare and GSD&M launched the 'It Just Makes Sense' campaign to position the brand as the innovative leader in health care coverage, bringing a practical, common sense approach to the indust ...

Heart Disease is Britain's biggest killer with one in four men and one in six women suffering from a fatal heart attack. Much work has been done by the Department of Health and heart charities such as ...

Schizophrenia is a devastating condition affecting approximately 1.5% of Australians. It is characterised by what are known as positive symptoms (feelings of being controlled by outside forces, delus ...

The sustained success of the PROPECIA Rally of New Zealand sponsorship has resulted in PROPECIA dominating the hair loss market in New Zealand. This is despite a number of challenges PROPECIA faces - ...

The study traces the fortunes of this hospital from the time of its dominance to a worrying decline in the late 1990s. A tracking study showed a significant decline in brand preference ranking. The ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitiv ...

This campaign for a anti-high cholesterol brand required a quick launch to overcome consumer cynicism associated with the need to change brand. Other objectives were to communicate effectively with p ...

In spite of high awareness of Viagra sufferers from erection problemshave been reluctant to seek help. Added difficulties included lack of screening by doctors and the heavy regulation of advertising ...

Recruitment (COI/Department of Health) campaign for NHS nurses, stressing the attractions and rewards of working in a team. Media used: TV, press. All recruitment targets were exceeded and there were ...

Campaign to launch and position Xenical, a new prescription weight loss product by Roche Australia. Objective: to change the perception of medically supervised weight loss and prescription weight loss ...

Campaign to launch Livial, a hormone replacement therapy (HRT) treatment, to Australian obstetricians and gynaecologists, in August 2000. Problems facing the launch were: lack of knowledge/awareness ( ...

The advertising strategy was to target mature women who could identify how cosmetic surgery could make them feel better about themselves. The objective was to position HCI as a local state-of-the-art ...

This is the case of an OTC victory for an antihistamine that moved from the doctor's office - where it had the number one share of antihistamine prescriptions - to the retail environment, where the co ...

Ceclor CD was a product with no significant clinical advantage, operating within a crowded and competitive category with more established competitors who were spending more money. We were restricted t ...

Before its relaunch. Solpadol was suffering from a weak, indistinct brand image compared with competitors. This case study shows how a campaign successfully repositioned the brand. The creative approa ...

Launch (1992) of a new vaccine, HIB, by the Health Education Authority (HEA). Qualitative research showed that awareness of HIB was low among health professionals and non-existent among parents; accep ...

In 1992 the Synthol brand was decreasing by an average of 1.4% per annum with a poor outlook forecast for 1993. To get its communication strategy back on course, SmithKline Beecham decided to almost d ...