By Betsy Raymond Stevenson, posted August 25, 2010
By Betsy Raymond Stevenson, posted October 2, 2009
By Betsy Raymond Stevenson, posted October 1, 2009
Context:
- Raise awareness of Pfizer as a major innovator
Challenge:
- Belief that real innovation mostly happens in small organizations
Solution:
- Betsy’s long-standing relationships with the Wall Street Journal convinced them to send a reporter to meet the varenicline R&D team while this novel, first-in-class candidate was in Phase II trials
Result:
- A major feature story in the Wall Street Journal on Pfizer’s innovative research
By Betsy Raymond Stevenson, posted October 1, 2009
Context and Challenges:
- Pfizer wanted to grow sales of its last-in-class breast cancer treatment Aromasin
- Little awareness that Aromasin was the only drug in its class shown to improve survival
- NICE about to pick only one of the drugs in this class for the UK formulary
Solution:
- Met with marketing & medical teams to review study data and competitive environment
- Created and conducted international media campaign on Aromasin’s unique benefit in class
Results:
- Media campaign key to 30% year-end sales growth, per Pfizer US Director of Marketing
- Aromasin selected for NICE formulary over competitors
