Wyeth Pharmaceuticals: Premarin/Prempro Mpowered Woman RM Program

Ogilvy Healthworld

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date program started/ended: June 2007 – September 2008

Product Description: Premarin and Prempro are hormone therapies (HT) for the treatment of moderate to severe menopausal symptoms such as hot flashes and night sweats. They have been the market leaders for about 60 years. Premarin patients/prospects are hysterectomized, while Prempro patients/prospects are not.

Advertiser/Client Name: Wyeth Pharmaceuticals, Inc.
Media Channels: DirectMail
Email

STRATEGY

Marketplace Challenge:

Premarin and Prempro are the market leaders in the declining market for menopause hormone therapy (HT). In recent years other prescription therapies and bioidenticals have entered the market. And many OTC products and nutritional supplements are considered anecdotally to be supportive of menopause, but not clinically proven to combat moderate to severe hot flashes and night sweats.