Pfizer stirs Mosimann's pots
Scotti Healthcom is launching a cookbook for the pharmaceutical company Pfizer
Scotti Healthcom launches a cookbook for the pharmaceutical company PfizerIn the legally restrictive area of communication for pharmaceutical products, the specialized Zurich-based company Scotti Healthcom is moving along unusual paths for clients such as Novartis, Roche and the Rheumaliga.
The agency won the launch mandate for the cholesterol-lowering drug Sortis from the US pharmaceutical company Pfizer in a pitch. The aim of the campaign was to bring the product to market as quickly as possible against the toughest competition. "We succeeded," says Managing Director Lucius Keller, not without pride.
Today - three years after the market launch - Sortis is the leader ahead of its two competitors, who actually had the better studies in terms of their products, Keller admits frankly. In contrast to them, however, Pfizer opted for the recommended strategy, which made use of tools and know-how from the consumer goods industry and did not just present itself to doctors with graphics and figures: In addition to the renewed campaign, which will continue to be used to educate patients and doctors, a gourmet cookbook with exclusive recipes from Anton Mosimann's kitchen will be added as a logical step to increase market share. This is intended to sensitize a wider audience to the seemingly well-known problem of cholesterol.
"If you can't present any new studies, you have to expand the market through sympathy," explains consultant Monika Spahr. The cookbook shows that low-cholesterol cuisine does not mean dieting or sacrificing enjoyment, but can be at a high culinary level.
In five months, Healthcom worked with the chef of kings, sorry: king of chefs, to create 20 special recipes based on his philosophy of natural cuisine. The link to the blood lipid-lowering drug Sortis, which is used after a heart attack in addition to heart and blood pressure stabilizers, leads to a doctor if the diet fails to lower cholesterol levels.
The Swiss Society for Nutrition vouched for the technical accuracy of the book; Werd Verlag wanted to market the book at the same time. The Pfizer-sponsored cookbook also appears to be a geographical success. Further publications of the book are imminent in Germany, Austria and the UK. Luca Aloisi
The agency won the launch mandate for the cholesterol-lowering drug Sortis from the US pharmaceutical company Pfizer in a pitch. The aim of the campaign was to bring the product to market as quickly as possible against the toughest competition. "We succeeded," says Managing Director Lucius Keller, not without pride.
Today - three years after the market launch - Sortis is the leader ahead of its two competitors, who actually had the better studies in terms of their products, Keller admits frankly. In contrast to them, however, Pfizer opted for the recommended strategy, which made use of tools and know-how from the consumer goods industry and did not just present itself to doctors with graphics and figures: In addition to the renewed campaign, which will continue to be used to educate patients and doctors, a gourmet cookbook with exclusive recipes from Anton Mosimann's kitchen will be added as a logical step to increase market share. This is intended to sensitize a wider audience to the seemingly well-known problem of cholesterol.
"If you can't present any new studies, you have to expand the market through sympathy," explains consultant Monika Spahr. The cookbook shows that low-cholesterol cuisine does not mean dieting or sacrificing enjoyment, but can be at a high culinary level.
In five months, Healthcom worked with the chef of kings, sorry: king of chefs, to create 20 special recipes based on his philosophy of natural cuisine. The link to the blood lipid-lowering drug Sortis, which is used after a heart attack in addition to heart and blood pressure stabilizers, leads to a doctor if the diet fails to lower cholesterol levels.
The Swiss Society for Nutrition vouched for the technical accuracy of the book; Werd Verlag wanted to market the book at the same time. The Pfizer-sponsored cookbook also appears to be a geographical success. Further publications of the book are imminent in Germany, Austria and the UK. Luca Aloisi
