integrated marketing conmunications class
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Please read case study article and answer all of the question prompts (4 questions total) at the end of the case study.
CASE 1 NEW DRUG FACES PUBLIC RELATIONS AND MARKETING CHALLENGES tis unusual for a new product to create a vehement pub- lic response from 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 devel- oped to prevent cervical cancer by blocking infection from human papillomavirus (HPV), which is spread through sexual contact. The Food and Drug Administration permits Gardasil to be used by fernales ages nine through twenty-six, with the goal of inoculating girls before they become sexually active Although the vaccine does not prevent every form of papillo- mavirus, it does treat four of the most common, including 100 Dercent 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 Many young girls could benefit from the HPV virus cancer each year . According to some experts , Gardasil might vaccine Gardasil make it possible to eliminate cervical cancer within a generation It is also a victory for Merck, the fourth-biggest US drug maker, puberty to make sure children are protected before they which has focused increasingly on vaccines and may generate become sexually active. The vaccine would probably be tar- 53 billion in annual sales from Gardasil alone. "it's important from geted primarily at girls but could also be used on boys to limit public health perspective because you're eliminating a cancer the spread of the virus. "If you really want to have cervical can- ed Les Funtleyder, an analyst in New York for Miller Tabak & Co. cer rates fall as much as possible as quickly as possible, then The subtle point is these guys are creating new drugs for impor- tant health problems, which is what a pharma is supposed to do? Mark Feinberg, Merck's vice president of medical affairs and you want as many people to get vaccinated as possible' said Gardasil requires three doses to be given over six months 2007, each dose costs around $120. Consequently, affordabil- policy, noting that , 'school mandates have been one of the most effective ways to increase immunization rates That is the as may determine how effective the drug is in quelling cervi view being pushed by cervical cancer experts and women's al cancer. About 80 percent of cases are in poorer countries health advocates Critical to success will be ensuring that women in the world's Not surprisingly, a major cash emerged, mostly notably poorest countries where cervical cancer hits hardest-have when the state of Texas made it a requirement to have the Rod and affordable access to this lifesaving new tool" said vaccine in order to be admitted to school. The battle lines were briel N. Hortobagyi, a physician at the University of Texas primarily drawn over girls being forced to take a medicine, with . Anderson Cancer Center in Houston and president of the or without parental consent, along with the concerns expressed American Society of Clinical Oncology. HPV is one of the most about sexual activity ommon sexually transmitted viruses in the world, and it causes Company officials from Merck worked carefully with both pital warts as well as cancer. About 20 million people in the governmental agencies and other groups to reduce concerns. ined States are infected, according to the US Centers for In 2008, the company began advertising Gardasil in television sease Control and Prevention (CDC). commercials entitled 'One Less" and "Guard Yourself A power- Why the controversy? Many social conservatives fear that moeding the vaccine may provide subtle approval for young become infected ful point is made: By taking the medicine, one less person will omen to engage in sex, much in the same way as provid- birth control information and condoms are sometimes 13-35. Describe the stakeholders and the positions of each andemned. Some of the response was in regard to the group involved in this controversy mmendations from a panel of experts assembled by the 13-36. Outline the positive public relations opportunities avail- c The panel issues widely followed guidelines, including able to promote Gardasit ommendations for childhood vaccines that become the 13-37. Describe how Merck should respond to negative pub s for vaccination requirements set by public schools. The licity and complaints about the product recommended that the vaccine be required. 13-38. Could Merck use cause-related marketing effectively, Merck company officials and others noted that research or would it be construed as a means of marketing the cates the best age to vaccinate would be just before drug
