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商品編號： 9-505-035 出版日期： 2004/08/24 作者姓名： Wosinska, Marta;Moon, Youngme 商品類別： Marketing 商品規格： 19p 再版日期： 2006/07/20 地域： United States 產業： Pharmaceutical industry 個案年度： 1997 - 1997
商品敘述：
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team''s experience of past launches has little bearing on how its two available instruments, physician detailing and direct-to-consumer advertising, might play out in this case. Three issues present themselves as new: the form of advertising, the consumer message, and the balance between consumer and physician marketing efforts. The ensuing discussion allows participants to explore the goals of and interdependence between various marketing instruments.
涵蓋領域：
Advertising;Customer retention;Group dynamics;Healthcare benefits;Marketing strategy;Target markets
相關資料：
Case Teaching Note, (5-506-053), 17p, by Marta Wosinska
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