Reviving an old product can be as important to a company's bottom line as launching a new brand. Strategic PR efforts that are fully integrated into your marketing mix can maintain or grow market share by keeping mature OTC products on retail shelves and strengthening trade commitment. These efforts can also drive consumer and professional demand for prescription drugs competing with newer entrants.
There are a number of PR strategies for both OTC and Rx products (highlighted below) that can revitalize the brand and help energize the sales force and brand management team.
Leveraging New Data, Trends
Breakthrough clinical studies, patient behavior and health trends, thought leader support and compelling attitudinal survey data provide legitimate platforms to remind target audiences of a brand's value.
As every PR practitioner knows, the ideal scenario for "reintroducing" a mature brand is publication of clinical data in major journals or high-profile meetings. New clinical findings or quality-of-life findings are highly newsworthy for national consumer, business and medical press. Study conclusions must be meaningful to a large group of people and demonstrate an outcome beyond just conventional wisdom.
A call to action by public health officials concerned with the prevalence of a chronic disease provides another window to promote a brand which has been proven effective in treating the condition. Physician spokespeople can cite pivotal studies when explaining treatment options and mention the brand during media interviews. Patient recruitment for new studies also gives older brands an added spark, as novel uses investigated by the medical community may result in new therapeutic options.
Finally, surveys fielded by well-known pollsters are tried and true tools to create new news to support mature products. By quantifying attitudes, PR professionals can establish pressing problems and brand solutions. For example, a survey quantifying dissatisfaction with a new drug's side effects - which interferes with consumer quality of life - allows reporters to discuss older brands whose proven safety provides clinical and lifestyle benefits.
Promoting an Anniversary
The anniversary of well-known brand launches presents exciting and unique opportunities to celebrate "American tradition," through press events that showcase classic television commercials and historical events linked to the product. Use of nostalgia, visually compelling press materials, and the frequency of messages will attract reporters to the anniversary story, generate national media coverage and expose consumers to the product name and heritage. Milestone goals such as the one-millionth patient can also reinforce the brand's value.
Borrowed Interest
Celebrities, unique events, movies or new books on a disease are ideal publicity vehicles that foster a timely image for an old brand. They remind consumers and physicians about a drug. Stars and sports tie-ins are always a big draw, but there are some drawbacks. They can be costly and distract reporters from product messages.
Repositioning with Lifestyle News
In some cases, an old brand can be repositioned as beauty or lifestyle products for today's active person.
For example, most new contact lens wearers stay loyal to cleaning and comfort drops recommended by their physician until a personal comfort level is achieved months after the initial fit. A PR campaign can reach these "seasoned" consumers who may be looking for alternatives that better meet their lifestyle needs by developing stories about speed and convenience to position a particular brand of eye care solution. Key targets could include working women and travelers.
Human-Interest Stories
Consumer media are always looking for the "personal" angle for either a new product or a mature one. Compelling human-interest stories often make the difference in whether or not a drug story gets ink or air time. Mature brands have the advantage of years of patient use and experience. Capturing success stories and leveraging them to local and national media - in conjunction with other public awareness campaigns and drug treatment milestones - can generate a positive image for an older brand.
Professional/Patient Advocacy
Advocacy relations offer diverse opportunities to wake up a brand. A seal of approval from a well-known organization is one obvious example; active endorsement from advocacy leadership is another. Multiethnic marketing represents an untapped market of brand-loyal consumers within the African-American, Hispanic or Asian communities. Culturally relevant PR programs are also clinically meaningful given the high prevalence among minorities of such chronic diseases as diabetes and hypertension.
Ilyssa Levins is chairman and chief creative officer of GCI Healthcare, a global full-service healthcare firm in New York. She is responsible for global new business development, new ventures and acquisitions and worlwide marketing. She can be reached at 212/886-3500.