Wyeth recruits Charlie's Angel for menopause awareness effort

Share this article:
Former 'Charlie's Angel' Cheryl Ladd is the latest celebrity to sign on to a DTC disease awareness campaign – in this case, urging menopausal women to get checked out and talk to their doctors.
The campaign, by Wyeth, features 30-second TV ads, banner ads, a Web site and PR, and was prompted by research showing a nearly 30 percent drop in the number of women visiting their doctors about menopausal issues over the past three years. Mike Dey, president of women's healthcare at Wyeth, said the company views itself as a leader in women's health and feels a responsibility to raise awareness of the issues facing menopausal women, which number 40 million in the U.S.
"It's our belief that this is an important time for women to see their healthcare provider," said Dey, "because there are less obvious changes that occur more frequently around the time of menopause, like osteoporosis, heart disease, diabetes and depression."
Wyeth markets the Premarin and Prempro hormone replacement therapy brands, though neither brand appears in the spots, nor do they push HRT. Wyeth's corporate branding does appear throughout the campaign.
Advertising is being handled by Ogilvy Healthworld, with PR by Ketchum and interactive by Medical Broadcasting Company. Ladd took part in a radio and satellite media tour and will feature in a series of events, discussing her experience with menopause, as she does on the campaign's Web site, TalkingToYourDoctor.com. The site also features tips on talking to physicians about menopause and a symptom assessor, along with information on other pertinent health topics.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...