Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 11

New Drug Faces Public Relations and Marketing Challenges
It is unusual for a new product to create a vehement public response with both supporters and detractors. One such product, which was approved by the FDA in 2006 and made widely available in 2007, is Gardasil. The drug was developed by Merck and Company.
Gardasil is provided in the form of a vaccine. It was developed to prevent cervical cancer by blocking infection from human papillomavirus, which is spread through sexual contact. The Food and Drug Administration permits Gardasil to be used by females ages 9 through 26, with the goal of inoculating girls before they become sexually active. Although the vaccine does not prevent every form of papillomavirus, it does treat four of the most common, including 100 percent prevention of the most common type and 70 percent of the four most common types combined.
Nearly half a million women are diagnosed with cervical cancer each year. According to some experts, Gardasil might make it possible to eliminate cervical cancer within a generation. It is also a victory for Merck, the fourth-biggest U.S. drug maker, which has focused increasingly on vaccines and may generate $3 billion in annual sales from Gardasil alone. "It's important from a public health perspective because you're eliminating a cancer," said Les Funtleyder, an analyst in New York for Miller Tabak Co. "The subtle point is these guys are creating new drugs for important health problems, which is what a pharma is supposed to do."
Gardasil requires three doses to be given over 6 months. In 2007, each dose cost around $120. Consequently, affordability may determine how effective the drug is in quelling cervical cancer. About 80 percent of cases are in poorer countries. "Critical to success will be ensuring that women in the world's poorest countries-where cervical cancer hits hardest-have rapid and affordable access to this lifesaving new tool," said Gabriel N. Hortobagyi, a physician at the University of Texas M.D. Anderson Cancer Center in Houston and president of the American Society of Clinical Oncology, in a statement. Human papillomavirus, or HPV, is one of the most common sexually transmitted viruses in the world, and it causes genital warts as well as cancer. About 20 million people in the United States are infected, according to the U.S. Centers for Disease Control and Prevention (CDC)
Why the controversy Many social conservatives fear that providing the vaccine may provide subtle approval for young women to engage in sex, much in the same way as providing birth control information and condoms are sometimes condemned. Some of the response was in regard to the recommendations from a panel of experts assembled by the CDC. The panel issues widely followed guidelines, including recommendations for childhood vaccines that become the basis for vaccination requirements set by public schools. The panel recommended that the vaccine be required.

Many young girls could benefit from the HPV virus vaccine Gardasil.
Merck company officials and others noted that research indicates the best age to vaccinate would be just before puberty to make sure children are protected before they become sexually active. The vaccine would probably be targeted primarily at girls, but could also be used on boys to limit the spread of the virus. "If you really want to have cervical cancer rates fall as much as possible as quickly as possible, then you want as many people to get vaccinated as possible," said Mark Feinberg, Merck's vice president of medical affairs and policy, noting that "school mandates have been one of the most effective ways to increase immunization rates." That is the view being pushed by cervical cancer experts and women's health advocates.
Not surprisingly, a major clash emerged, mostly notably when the state of Texas made it a requirement to have the vaccine in order to be admitted to school. The battle lines were primarily drawn over girls being forced to take a medicine, with or without parental consent, along with the concerns expressed about sexual activity.
Company officials from Merck worked carefully with both governmental agencies and other groups to reduce concerns. In 2008, the company began advertising Gardasil in television commercials entitled "One Less" and "Guard Yourself." A powerful point is made: by taking the medicine, one less person will become infected.
1. Describe the stakeholders and the positions of each group involved in this controversy.
2. Outline the positive public relations opportunities available to promote Gardasil.
3. Describe how Merck should respond to negative publicity and complaints about the product.
4. Could Merck use cause-related marketing effectively, or would it be construed as a means of marketing the drug
5. What sponsorships and event marketing programs should be used to promote Gardasil
Sources: Angela Zimm and Justin Blum, "FDA Approves Merck's Cervical Cancer Vaccine," Boston Globe and Bloomberg News (www.boston.com/ business/healthcare/articles, accessed January 28, 2008), June 9, 2006; Rob Stein, "Cervical Cancer Vaccine Gets Injected with a Social Issue," Washington Post (www.washingtonpost.com/wp-dyn, accessed January 28, 2008), October 31, 2005.