Case Study
Client: Pfizer
PR awareness programmes for Viagra in Singapore (pre-launch, launch and post launch)
Foreword Communications was brought on board six months prior to the approval and launch of Viagra in Singapore to build an immediate awareness of sexual problems caused by erectile dysfunction (ED). The primary objective was to gain media mindshare and use it as leverage to “coax” the Singapore authorities to speed up approval for Viagra.
In order to achieve this, Foreword Communications worked closely with the Singapore Urological Association (SUA) on ED and issues related to this condition. Consultancy worked mainly with the principal investigators, Dr Peter Lim who was then with Changi General Hospital and Dr Christopher Cheng of SGH. Both practitioners were highly effective in raising issues relating to ED and available treatment sources. Foreword Communications also worked closely with the SUA on issues relating to ED with the aim of “educating” the public on the condition.
The series of PR initiatives implemented by Consultancy and Pfizer did in many ways have the desired effect of getting the authorities to speed up approval of Viagra. In fact, the success of the initial PR campaign made Singapore the first country in SE Asia to introduce the drug for treatment of ED.
With the approval of Viagra by the Singapore medical authorities, Foreword Communications continued to work with the SUA and urologists such as Prof Li Man Kay of NUH and Dr David Consigliere who was then with TTSH on issues pertaining to ED. The fortnightly Q&A column in The Straits Times with Prof Li Man Kay, organised and managed by Consultancy, was highly effective in indirectly positioning Viagra as the only effective treatment for ED and Pfizer as a good and concerned corporate citizen.
Consultancy also worked with sex therapist Dr Rosie King of the Australian Centre for Sexual Health, St Luke’s Hospital; Sydney on a public forum on ED and sex-related matters.
Consultancy strongly believes the highly effective communications programme prior to the approval and launch of Viagra was largely responsible for the early approval of the drug in Singapore. The continued post launch communications programme was also effective in reinforcing public perception of Viagra as the only effective oral treatment for ED.
Foreword Communications was brought on board six months prior to the approval and launch of Viagra in Singapore to build an immediate awareness of sexual problems caused by erectile dysfunction (ED). The primary objective was to gain media mindshare and use it as leverage to “coax” the Singapore authorities to speed up approval for Viagra.
In order to achieve this, Foreword Communications worked closely with the Singapore Urological Association (SUA) on ED and issues related to this condition. Consultancy worked mainly with the principal investigators, Dr Peter Lim who was then with Changi General Hospital and Dr Christopher Cheng of SGH. Both practitioners were highly effective in raising issues relating to ED and available treatment sources. Foreword Communications also worked closely with the SUA on issues relating to ED with the aim of “educating” the public on the condition.
The series of PR initiatives implemented by Consultancy and Pfizer did in many ways have the desired effect of getting the authorities to speed up approval of Viagra. In fact, the success of the initial PR campaign made Singapore the first country in SE Asia to introduce the drug for treatment of ED.
With the approval of Viagra by the Singapore medical authorities, Foreword Communications continued to work with the SUA and urologists such as Prof Li Man Kay of NUH and Dr David Consigliere who was then with TTSH on issues pertaining to ED. The fortnightly Q&A column in The Straits Times with Prof Li Man Kay, organised and managed by Consultancy, was highly effective in indirectly positioning Viagra as the only effective treatment for ED and Pfizer as a good and concerned corporate citizen.
Consultancy also worked with sex therapist Dr Rosie King of the Australian Centre for Sexual Health, St Luke’s Hospital; Sydney on a public forum on ED and sex-related matters.
Consultancy strongly believes the highly effective communications programme prior to the approval and launch of Viagra was largely responsible for the early approval of the drug in Singapore. The continued post launch communications programme was also effective in reinforcing public perception of Viagra as the only effective oral treatment for ED.
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