Cialis Promo, Case study SEX AND THE WEB by Ketchum Milan

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SEX AND THE WEB

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Italy
Agency Ketchum Milan
Released July 2011

Credits & Description

Category: Healthcare and Services
Advertiser: ELI LILLY ITALIA
Product/Service: TADALAFIL (CIALIS)
Agency: KETCHUM PLEON
Business Director: Silvana (Visentini)
Media placement: Offline communication - - July 2011
Media placement: Online communication - - July 2011

Summary of the Campaign

We developed an integrated communication campaign - combining traditional PR and new media - in favor of Tadalafil (Cialis) a drug for the treatment of Erectile Dysfunction (ED) by Eli Lilly Italia.
The campaign faced a challenging arena: a strongly competitive market (despite the few players), a significant price reduction and a new product launch among competitors, as well as some bias related to the difficulty in recognising the disease and the unmet needs of the patients.
Nevertheless thanks to the communication strategy and relevant activities, the campaign reached amazing results with a total number of 206,527,243 contacts and Tadalafil resulted to be, among the Phosphodiesterase-5 Inhibitors, the most reported in online conversations, mainly in its once-a-day formulation, with a positive sentiment from web users.

The Situation
Journalists have a deep and wide knowledge both of ED and therapeutic options thanks to a good number of awareness campaigns and product-oriented communications carried out by pharmaceutical companies producing Phosphodiesterase-5 Inhibitors.
Furthermore, despite its market leadership in Italy, Tadalafil is a mature drug that has been supported by communications over the years.

The Goal
The goal of the campaign was to spread awareness of ED and the relevant therapeutic option of Tadalafil, by approaching the web in the correct, ethical way within such a sensitive and scantily regulated online field such as pharmaceutical.

The Strategy
We leveraged on new communication drivers and tools with a mix of lifestyle and scientific contents: a survey to get a social perspective of ED; articles on major male-addressed portals; clinical data dissemination; KOL involvement, in order to endorse our communication; web monitoring; and tailor-made media relations on a national and local basis.

Execution
• Survey: 'Italians, Sex and Erectile Dysfunction', with the objective of getting new data in order to raise media attention and boost debate on ED;
• Online activities on major male-addressed web portals, such as www.sportmediaset.it, www.menshealth.it and www.tgcom.it. In co-operation with the editorial staff, we created web spaces devoted to ED, where men could learn more about the disease by reading some articles conveying the key messages of our communications and, mainly, the importance of spontaneity in one's sex life, which is related to a healthy and sporty lifestyle, the need to see a doctor, co-morbidities, etc.
• Scientific communication: press brief at SIU (Società Italiana di Urologia) focused on a review published in the Journal of Sexual Medecine - The right drug for the right patient - with KOLs involvement.
• Web monitoring of blog, forum, websites, communities in order to have an overview on web users’ sentiment on ED and relevant therapeutic options.

Documented Results
Total audience reached: 206,527,243.
Media Relations:
• Overall coverage (April-December 2011, 9 months): 223 publications, with an increase of +33 versus publications obtained in all 2010.
• Readership: 77.864.367

Online communications:
• Total promo-boxes impressions: 128.648.465.
• Total pageviews: 14.411.
• Average reading time: 1 minute.

Web monitoring:
• Among the Phosphodiesterase-5 Inhibitors (PDE5Is) Tadalafil is the most reported in online conversations, mainly in its once-a-day formulation, with a positive perception/sentiment from web users.