In late 1997, Tom Casola, brand manager, Propecia, debate the best approach to market the breakthrough one day pill for hair loss. This launch will be atypical for prescription drugs, because the key position of the consumer. As a result, the past experience of the team launches an insignificant impact on how its two available tools, physician detailing and direct-to-consumer advertising can play in this regard. Three questions present themselves as new: a form of advertising, consumer communication, and the balance between the efforts of consumer and physician marketing. In the discussion that allows participants to examine the objectives and the interdependence between the various marketing tools. "Hide
by Marta Wosińska, Youngme Moon Source: Harvard Business School 19 pages. Publication Date: August 24, 2004. Prod. #: 505035-PDF-ENG
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