TITLE

SmithKline readies DTC effort for Lyme disease vaccine

AUTHOR(S)
Goetzl, David
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the 2000 marketing campaign of SmithKline Beecham for its prescription Lyme disease vaccine, Lymerix. The campaign's aim is to give consumers a sense of urgency so they consult a physician about Lyme disease and prevention options. The TV, print and outdoor advertisements launches in six regions in the U.S. with high incidences of Lyme disease. The advertisements feature tailored maps of the individual regions with blown-up city names and large target symbols superimposed on them. The campaign also includes guerilla marketing from Einson-Health. The unbranded effort allows SmithKline to avoid mentioning Lymerix's possible side effects. An unbranded campaign also makes sense since Lymerix is the only Lyme diseaseb vaccine approved by the U.S. Food and Drug Administration.
ACCESSION #
3011604

 

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