Subject Index
 

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

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 ...

When Coricidin II (CII) was launched in January 2004, it faced serious hurdles in reentering the cough and cold medication market. The name itself was a double-edged sword, because though it had limit ...

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 ...

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 tells of the launch of Golden Circle into the highly competitive baby food sector - a market where three major multinationals (Nestle, Gerber and Nutricia) had tried and failed to compete wi ...

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 ...

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 ( ...