PR successes

Byk Gulden/Altana

Pantozol – the last one will be first

Sector:
Researched-based Pharmaceutical industry

Client:
Byk-Gulden/Altana, Constance

Communication task:
PR support of the innovative proton pump inhibitor (PPI) Pantozol from pre-marketing stage onwards.

Target groups:
Gastroenterologists
General practitioners and internists
Patients
SHI
Trade and lay

Implementation and successes:
Rapid market penetration was achieved even before launch through intensive trade and lay media campaigns as well as direct communication activities for specific target groups. Pantozol is the most successful launch in 1994, in 1995 Pantozol occupies 2nd place among the three PPIs. It continuously reduces the lead of the many years only available PPI Omeprazol (1st place 2000). In the first twelve months of its market presence Pantozol achieves a share of voice of over 60 percent in the trade media and - as part of the push and pull strategy - 100 per cent in the lay media. Already, before it was licensed to eradicate helicobacter pylori, Pantozol was used in almost half of the eradication therapies. The market leader, who had not used PR until then, then employed an PR agency.

Back to the overview