Collaborations: Contraception Marketing Initiatives Increase
Pharmaceutical manufacturers of oral contraceptives are looking to educational opportunities and collaborative initiatives to inform consumers about the latest advancements in birth control.
Organon Inc., a West Orange, N.J.-based manufacturer of the new oral contraceptive Mircette, is funding a new Gallup survey to study women's attitudes toward birth control pill options.
The survey results will be available in September and will be used as part of an educational campaign with the Association of Professors of Gynecology and Obstetrics (APGO).
The marketing goal is two-fold - to educate physicians on how to more effectively prescribe oral contraceptives and to help women make informed decisions on contraception.
And The American Society for Reproductive Medicine (ASRM) is launching a new campaign to inform women about safety issues and potential health benefits of modern oral contraception.
The educational campaign launched at an industry conference last month, is tackling some common misconceptions about oral contraceptives that range from estrogen levels to the risk of ovarian cancer.
The collaborative effort, which also involves the American Cancer Society, American Medical Association and Planned Parenthood, is funded by a grant from Ortho-McNeil Pharmaceutical. (ASRM, )
Segment Marketing: Sampling Program Offers Targeted Diabetes Reach
A diabetes sampling program is offering marketers an opportunity to support the Juvenile Diabetes Foundation (JDF).
Co-Options, a Darien, Conn.-based provider of marketing initiatives for promotional partnerships, recently launched the Diabetes CarePak coupon and sampling program, targeting diabetes sufferers through more than 5,200 pharmacy counters at drug stores like CVS, Revco and Osco. Circulation is expected to reach 3.2 million through November 1999.
Ten percent of the advertising revenues will support JDF.
"Our customers who have diabetes are always looking for products and services targeted to their special needs," says Dave Cardello, director of pharmacy marketing for American Drug Stores.
More than 10 million Americans are diagnosed with diabetes and consumer spending on diabetes care products is approaching $2,500 per person annually. (Co-Options, Anne Albanese, 203/656-2202, ext. 16)
Agency News: PR Agency Launches Healthcare Division
Brown Powers & Associates, a New York-based PR firm recently launched a new healthcare division, Health Action, that will focus on professional and consumer education strategies and relationship marketing programs.
Expect more of these new agency ventures as pharmaceutical and biotech companies increase their marcom presence.
HealthAction's offerings will include community-based disease prevention and health promotion programs.
The division is headed by EVP/Managing Director Steven Merahn, who most recently joined BP&A from Straits KPR.
BP&A clients include Searle, SmithKline Beecham, Pfizer and Sandoz. (BP&A, 212/508-0300)
Other agency ventures include: