selected company is Pfizer and its leading brands, Lipitor and Viagra. In summa

Marketing
Tutor: None Selected Time limit: 1 Day

selected company is Pfizer and its leading brands, Lipitor and Viagra.  In summary, how  does the company maintained these two popular brands among the prescribing physicians and in the minds of target customers?  

Sep 5th, 2015

Thank you for the opportunity to help you with your question! If you have a question regarding my discussion below, please let me know and I will do my best to answer.

First, in order to maintain Lipitor and Viagra in the minds of prescribing physicians, Pfizer is one of the best in persuading doctor’s to prescribe their drugs over generics and their competitors. One way that Pfizer do this is retaining a doctor as its spokesperson and build him or her up in the media as a thought-leader. This position will give this doctor the opportunity to be heard by his or her peers. And of course, the most controversial marketing tactic employed by Pfizer and its competitors is ‘detailing’ where they spend thousands of dollars to maintain their relationship with a doctor.

Second, for its target customers, Pfizer bombard them with advertisements which use famous doctors (like Dr. Robert Jarvik, who is a leading figure in artificial heart development) and celebrities. Furthermore, these advertisements were designed to promote a certain lifestyle that Lipitor and Viagra’s target customers aspire to have. Just look at the very controversial “Viva Viagra!” campaign.

Finally, there are several marketing tools that Pfizer uses to maintain its top-of-mind position with doctors and consumers. The above are just a few of these tools.

Please let me know if you need any clarification. I'm always happy to answer your questions.
Sep 5th, 2015

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