Medical Marketing and Media - Crestor lures consumers with coupons
ASTRAZENECA is offering a 15-day free trial of cholesterol-lowering drug Crestor through a voucher campaign running in several national consumer publications. The effort follows similar “value” offers this year by other large pharmaceutical firms in an effort to promote drug switches.
To redeem the Crestor offer, consumers are asked to cut out the coupon that appears beneath a DTC print ad and take it to their doctor. Then, after being written a prescription for Crestor, and a second prescription based on recommended therapy, patients can bring the voucher to pharmacists to take advantage of the deal.The coupons are valid through Jan. 31.
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“The campaign is about having a communication with customers and consumers, and if they are interested, there are opportunities for them to opt in and we can continue to communicate with them,” said AstraZeneca spokeswoman Emily Denney.
A complement to the Crestor DTC television campaign, the print ad has appeared in The New York Times, Business Week, US News & World Report, People and Sports Illustrated.
In addition, consumers can visit Crestor.com or call a toll-free telephone number to receive the free trial and sign up for further communications from the company.
WPP-owned Quantum Group created the print ad. WPP’s Grey Healthcare handles general advertising of Crestor for healthcare professionals, while Cadient is responsible for e-promotions.
Total sales for the cholesterol-lowering class of reductase inhibitors topped $6 billion from January through May 2004, according to IMS Health. Fourth in the category, Crestor held a 3 percent market share with sales of $f69 million. Pfizer’s Lipitor led with a 49 percent share and sales of more than $3 billion.
-Stephen McGuire
Copyright CPS Communications Dec 2004
Provided by ProQuest Information and Learning Company. All rights Reserved
