Lipitor is a drug from Pfizer that lowers cholesterol.how is Lipitor
being promoted on the Internet in the UK

---

Request for Question Clarification by easterangel-ga on 30 Oct 2002 12:50 PST

What do you mean by "...how is Lipitor being promoted on the Internet
in the UK"? What are internet ads being done by Lipitor in the UK? Or
what are the press releases in the Uk issued by Pfizer as regards to
Lipitor? Just let me know. :)

---

Clarification of Question by jcs2000-ga on 30 Oct 2002 13:26 PST

Hi

I'm doing a competitive study for a client who's major competitor is
Lipitor. We're trying work out what sort of footprint it has on the UK
net. I'm looking to identify ads, press releases and majors partners.
Promoting a prescription drug in the UK is illegal and my client is
looking for evidence as well as a counter strategy

Any more help please let me know..

Regards

JS

<The main focus of the Lipitor marketing campaign in the UK targeted
health care professionals involved in the management of coronary heart
disease. Lipitor was launched by LEC Avertising of 6 Grand Union
Office Park, Packet Boat Lane Cowley Uxbridge, UB8 2GH. 9 months after
launch it was selling £1,000,000 a month.

The campaign took the form of educational meetings, sponsorship of
nurses, a formulary pack and a satellite event. It was successful in
communicating product information to its target audience of statin
prescribers. A total of 52 articles were published in the media. The
campaign events are briefly described below. More detail can be
gleaned from the link given below.

Educational meetings.
Pfizer sponsored a series of educational meeting. PCO’s, GPs and
nurses were targeted. The meetings consisted of videos, presentations
and workshops.

Sponsorship of nurses.
Independent nurses were sponsored to help practises set up Coronary
heart disease management systems.

Lipitor Question Time.
A satellite event based on the BBC’s Question Time explored three key
areas of lipid management. Extensive communication of product messages
was achieved to hospital consultants and GPs with an interest in CHD.

Lipitor formulary pack. 
This pack reviewed competitor treatments and identified Lipitor as the
statin of choice.

The programme communicated product messages to all target audiences
influential in prescribing statin. It resulted in 52 articles being
printed.


On the internet lipitor is promoted by online pharmacies. UK consumers
are able to buy Lipitor direct from pharmacy websites. The products
are shipped from outside the UK. Some of the sites offering these
products are:
Inhouse Pharmacy (UK)
Product shipped from outside UK.
Factual information. Manufacturers information sheet. Promoted as
cholestrerol lowering, antiypertensive/cardiac medication.
Inhouse Drugstore UK – A mirror site of inhouse pharmacy.
UK Drugs.net - uses a customer testimonial to promote lipitor.

Lipitor.com website.
This website promotes lipitor. There are 210 websites with direct
links to the lipitor site.
Direct links to www.lipitor.com are listed in UK directories such as
Aol and excite.>

<Additional links:>
<Lec advertising.>
<http://www.lec-ad.com/aboutus/index.shtml>

<Lec- lipitor.>
<http://www.lec-ad.com/products/heart/lipitor.shtml>

<Lipitor communications programme.>
<http://www.pmlive.com/communique/case_studies.cfm?showArticle=1&ArticleID=1346>

<Inhouse Pharmacy UK>
<http://www.inhousepharmacy.co.uk/heart-health/heart-health.html>

<Inhouse Drugstore UK>
<http://www.inhousedrugstore.co.uk/heart-health/heart-health.htm>l

<UK Drugs.net>
<http://www.uk-drugs.net/>

<Aol.co.uk>
<http://search.aol.co.uk/cat.adp?id=5873586>

<No prescription online ordering.>
<http://www.europedrugs.com/>

<Excite uk directory>
<http://www.excite.co.uk/directory/Health/Pharmacy/Drugs_and_Medications/A/Atorvastatin>


<Search strategy:>

<lipitor uk>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=lipitor&as_q=uk>


<Hope this helps.>

excellent - exceeded my expecations