BUAD Celebrex Marketing

BUAD Celebrex Marketing - Pfizer Pharmaceuticals Department...

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Pfizer Pharmaceuticals Department of Marketing New Celebrex Marketing Strategy to Target Former Vioxx Users In the wake of Merck’s recent withdrawal of Vioxx, the largest competitor for Celebrex, we have an opportunity to considerably increase sales of Celebrex to former users of Vioxx. This can be accomplished with the implementation of a new marketing program, which we have outlined below. The general target audience for this program is people who suffer from arthritis. This audience can be broken down into two major groups: arthritis sufferers who had previously been using NSAID’s such as Advil (or no treatment at all) and are seeking a new/better treatment, and former Vioxx users who can no longer take the drug due to the Merck recall. The first group is likely to be concerned with the effectiveness of Celebrex for relieving arthritis and its benefits over other forms of treatment such as Advil or Tylenol. After learning of the potential serious
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BUAD Celebrex Marketing - Pfizer Pharmaceuticals Department...

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