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Ferring Pharmaceuticals launched its first-ever infertility product, Repronex ® (human-derived injectable gonadotropin) amidst the controversy of a lawsuit brought by a competitor attempting to block its introduction. Not only did the legal action cause a delay in product uptake, it created doubt around product quality. Kovak-Likly Communications was tasked to correct misperceptions among reproductive endrocrinologists generated by the legal action; partner with key patient organizations to build awareness of Ferring and the benefits of Repronex; and communicate key product benefits directly to infertility patients.
Key tactics from 1998 to date include:
- Ongoing communication to health care professionals re: status of legal action.
- Video News Release - New Hope For Infertile Couples - announcing availability of a recently approved, affordable treatment option for infertility patients.
- See Your Doctor: Parenthood For Infertile Couples Camera-ready release with chart comparing currently available treatments for infertility.
- Infertility: A Fertile Niche Business For Pharmacists bylined article placed in Drug Topics encouraging pharmacists to consider stocking infertility products/services and citing cost benefits of Repronex.
- Scientific Symposium at annual medical meeting; invitations to attending editors; follow up mailing of symposium reporter to non-attending media.
- Ongoing publication of available clinical data to strengthen the Repronex scientific platform.
- Joint development of a patient brochure on gonadotropins, with positive positioning for Repronex, with the American Infertility Association.
- Development of ferringfertility.com Web site; ongoing publicity to encourage site visits.
- The VNR received 212 airings with excellent top 25 market coverage including: New York, Chicago, Dallas, Atlanta, Washington DC, Seattle & St. Louis.
- The camera-ready release generated more than 400 articles reaching 7.4 million readers.
- Ferring and Repronex were featured in positive articles in publications such as: The Wall Street Journal, USA Today, The Boston Globe, Consumer's Digest, American Baby, The Female Patient, Advance For Nurse Practitioners.
- Repronex has achieved a 70% share of human menopausal gonadotropin TRXs, and a 23% share of the entire market for injectable infertility medications. In 2001, Ferring was the only competitor in the infertility market to demonstrate market share growth.
- Kovak-Likly can provide clients with effective issue management to overcome barriers to early product uptake.
- Kovak-Likly can leverage the role of the patient to accelerate product awareness and utilization.
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