Novartis is partnering with travel guide guru Arthur Frommer to publish Where to Stop and Where to Go: A Guide to Traveling with Overactive Bladder in the United States.The 75-page guide covers key attractions in 19 U.S. cities and four national parks, with an eye toward restroom locations, and will be distributed free-of-charge through the book's Web site, www.heretostopwheretogo.com.
Though the book's colors are aligned with the branding of Novartis' Overactive Bladder drug Enablex, the book itself does not include explicit references to the brand. Visitors to the Web site who opt in for mailings will receive information on the drug. Relationship marketing for the campaign is handled by Cary, N.C.-based MicroMass Communications, while Ketchum Healthcare is shopping Frommer around consumer news media. The book debuted at the annual meeting of the American Urological Association in San Antonio last month where Frommer manned a company booth, and literature will be distributed through specialists' offices over the course of the coming weeks.