PR successes

Merck

Sector:
Research-based Pharmaceutical industry

Client:
Merck, Darmstadt, branded generics

Situation:
Following the acquisition of a French manufacturer of gynaecological drugs, Merck Pharma Germany decides to launch a range of preparations to treat menopausal disorders, starting with the seven-day plaster Fem7. Subsequently followed by the launch of other plasters and an oestrogen gel.

Communication task:
PR support of the establishment of a new business segment as well as several product launches.

Target groups:
Gynaecologists, as well as general practitioners and internists
Menopausal women
German Rural Women’s Association, German Housewives’ Alliance

Implementation and successes:
CGC supports marketing activities with extensive media work for trade and lay media, and with measures of direct communication to menopausal women. Merck is positioned as a competent contact person for gynaecologists. The new products soon achieve a high level of awareness in specialist and individual non-professional groups and women make specific enquires about them whilst visiting the doctor. After six successful years Merck suddenly withdraws from the market because of the results of the US Women’s Health Study.

Continuative links:
merck-pharma.de