In the year 2005, GlaxoSmithKline (GSK) attained endorsement from the Food and Drug Administration (FDA) to advertise Requip (Ropinirole) for Restless Leg Syndrome. Prior the FDA's acceptance, GSK had undertaken an intensive promotional campaign for Requip, marketing to doctors in medical journals, issuing press releases, and marketing direct-to-consumer.
In 2003 it started developing consumer awareness of RLS with an advertising campaign saying that a "new survey shows a common yet under-recognized disorder-restless legs syndrome-is keeping Americans awake at night." While GSK explained that its effort was simply raising awareness about RLS, others disagreed. GSK was accuse of 'disease mongering,' or trying to turn regular people with ordinary encounters into patients. This case explores the tactics and the differentiation between inappropriately promoting a drug and raising awareness of GSK.
PUBLICATION DATE: October 20, 2008 PRODUCT #: P69-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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