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.