Subject Index
 

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with cons ...

The Italian OTC market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree', which ratified the exit of the OTCs from the pharmacy, giving consumer ...

Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations betw ...

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceu ...

In the markets of the Arabian Gulf a consumer can walk into a retail pharmacy and buy almost any mainstream pharmaceutical product without a prescription. That in itself is not unique, but when it is ...

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers have been grappling for quite some time with 'autopilot' brand choi ...

Pharmaceutical advertising has generated considerable interest among both researchers and practitioners. This paper analyses overall attitude and scepticism towards both nonprescription and prescripti ...

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

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 ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

Benylin had long been holding a 12% dollar share in the cough/cold/flu/sinus category, but there were signs that the long-running 'Doctor Recommended' campaign was starting to soften. Action was neede ...

Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduc ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand ...

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manuf ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

This paper discusses the 2001-04 multi-country campaign for Nicorette, the quit-smoking aid from Pfizer. The brand faced the problem of needing to distinguish itself from the competition in order to d ...

This short paper argues that the Special K and Roc Anti-Cellulite promotion offered an exceptional, innovative consumer solution – “interior” slimming with the 15 day Special K Slimming Challenge and ...

This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build ...

Panadol is a name that is known worldwide and is synonymous with being an effective remedy against various ailments. It is found in thousands of medicine cupboards in the 85 countries where it is sold ...

Imodium provides a modern solution to the common problem of acute diarrhoea. Imodium represents an empowered choice for the consumer to get on with their daily activities. With just one dose of Imodiu ...

Elastoplast® offers uncomplicated and innovative solutions to everyday problems and pains to helping people to get on with enjoying their lives. The brand has built a solid reputation as the most reco ...

Ever since Beechams Powders launched 80 years ago, Beechams has been helping consumers deal with their colds and flu. As today’s ‘cold and flu expert’, Beechams boasts a strong medical heritage and an ...

Since its launch in 1932, Anadin has become, and remains, an iconic British brand, well loved and trusted by the nation. Seen as ‘experts in pain’, Anadin delivers substantial consumer confidence. Its ...

The medical device industry is by far the most diverse segment of the larger healthcare industry. Its product categories number in the hundreds of thousands, ranging from the most basic items such as ...

Alternative medicine is for the most part a Western term. Worldwide, the use of such methods as acupuncture, aromatherapy, herbal remedies, homeopathy, and hypnotherapy has been part of the medical ma ...