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Achieving and maintaining image against a consolidated competitor
The Challenges
- The market was already dominated by the first product launched in this market, Pfizer's Viagra
- During one year, a media strategy was developed for the pre-launching period without having the product available. The objective was to gain visibility for the product in a very competitive environment, where a consolidated product was in place, launched four years earlier
- Levitra, the other Cialis's competitor, was launched in Brazil at the same time (March 2003)
- Medical communications follow a specific legislation, which the possibilities of exposure for the product
- To Build brand loyalty (as of 2003)
Public Relations and Media Relations Strategies
- To Position Eli Lilly as a new source for the Brazilian media and as a reference in erectile dysfunction-related issues, by means of the company's spokespeople and Advisory Board members. To Inform readers (consumers and physicians, among others) that Cialis would be launched in a near future, highlighting its differential traits
- To Show physicians the advantages of the new product in comparison to the one already existing in the market - opportunity window of 36 hours
In order to address these strategies, actions were based on the following lines
- Relationship with journalists, with actions in several state capitals, such as exclusive care for journalists from remote cities, media tour in cities where medical events took place in order to pitch news stories and organize interviews
- Adapt global news to local needs
- Take advantage of all local communications opportunities (events, medical congresses, symposia, etc.)
- Pitch special news stories about erectile dysfunction with Eli Lilly's spokespeople
- Develop communications materials aimed at physicians
- Media launch via online press conference, in order to to have the best attendance of journalists possible throughout the country
Main Results
- During 17 months, 1,023 stories were published in print, electronic and radio and TV media outlets
- 97% of news cuttings were positive
- The outreach of the stories obtained during the 17 months work are equivalent to 139 editions of Veja magazine: 724,951,000 readers / viewers, or over 4 times the entire Brazilian population
- Over 98% of stories generated by Campos 36 - 36 Hours of the Best Brazilian Bossa, musical event sponsored by the company, mentioned the product's name
- Work in 31 medical events in all regions throughout the country
- An outreach of over 23,000 physicians
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