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Medical Education and Communications Plan for the Premarin Product Line
12
Scientific Poster Presentations
At selected medical meetings, lead investigators are able to present the results of their in
vitro, preclinical, or clinical studies in an academic atmosphere that many meeting
attendees consider desirable. DesignWrite is quite experienced and successful in working
with these investigators to ensure that their results are presented in a clear, professional,
and impactful manner. Such presentations often represent merely abstracts of studies
while others are more thorough. In either event, Design Write feels strongly that such
poster presentations represent a significant manner of presenting scientific information to
target audiences, particularly in preparation for the launch of a product and even
postlaunch.
Budget
Preclinical manuscript.......
$10,000
Clinical manuscript .........
.......$16,000
Review article ..........
......$20,000
Poster presentation ......
.......$6,000
Journal supplement .........
...$175,000
DIRECT MAIL TO HIGH PRESCRIBERS
When properly targeted to an identified audience, direct mail can be a very effective,
nexpensive, and timely means of delivering promotional messages. It can provide
additional promotional support for the field force especially, when a product does not
enjoy a first priority position with sales calls, as is the case with the Premarin family of
products.
Design Write recommends sending personalized letters outlining the issues framed by the
National Consensus faculty as an up-to-date interim guidance on standards of care for
postmenopausal patients.
These mailings will satisfy the following objectives:
Educate OB/GYNs and primary care physicians on the most current expert thinking
with respect to treating complications associated with menopause.
Increasing the promotional noise level by ensuring that an effective Premarin message
is still being delivered to the right physicians
Display Wyeth-Ayerst's commitment to the field of women's health.
Source: https://www.industrydocuments.ucsf.edu/docs/sjbw0217
DWRITE 065775

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