Pharma Marketing News e-Newsletter | Subscribe | Pharma Marketing Online Discussion Forum
Reports | Resources/Links | Glossary | Case Studies | Surveys | Pharma Marketing Blog
Pharma Marketing Vendor Directory | Conference Calendar | Pharma Jobs
Advertising Information | FAQs | About Us | Privacy Policy

---

Entertainers and athletes help pharmaceutical companies get the message out

The celebrity spokesperson, especially a sports celebrity, has long been a favorite marketing tool of pharmaceutical companies wishing to raise awareness and associate their brand with a well-known and respected person who represents the appropriate patient profile. This case study demonstrates how successful this tactic can be.

Product Name	Penlac, toe nail fungus topical treatment
Company	Premier Management Group, LLC (PMG)
Client	Dermik Laboratories
Client Need	Dermik wanted to create a public awareness and continuity campaign leading up to and through the 2004 Summer Olympics focusing on their product Penlac , which treats toe nail fungus. Toe nail fungus is transferred and grows in warm, moist conditions including pools, pool decks and locker rooms.
Solution (Product Description)	Dermik decided that having a high profile Olympic swimmer who was also a sufferer of toe nail fungus would provide the credibility they were looking for in a spokesperson. Dermik's agency retained the services of PMG, a celebrity talent broker and an athlete representation and sports marketing firm that specializes in linking companies with celebrities who have associations with various diseases, conditions and family health histories. After a nationwide search, PMG secured the services of 10-Time Olympic Medalist (Swimming) Jenny Thompson. Ms. Thompson is currently training in NYC and is a 3rd year medical student who suffers from toe nail fungus. Ms. Thompson will assist Dermik and their Penlac brand through 2004 via Satellite Media Tours (SMTs), Video News Release (VNR), corporate appearances and use of her image, name and likeness.
Results	The program has been widely regarded as a significant success by the brand with the 2003 SMT being picked up in most of the major markets across the U.S. including NYC, Chicago, LA, SF, Dallas and many others. The VNR was released to coincide with Jenny winning 5 Medals at the 2003 World Championships. More than 120 markets picked up the footage and associated story.
Comments	"I believe this is one of the most successful, truly integrated executions I have helped facilitate. Dermik and their agency leveraged Ms. Thompson exceptionally well and continue to do so." - Evan Morgenstein, PMG President "I felt a need to share my story of being embarrassed and uncomfortable due to my toe nail fungus. Penlac is not only a great product, but also a great brand. I am proud to help educate kids and adults on the importance of taking care of their feet." - Jenny Thompson, 10-Time Olympic Medalist (Swimming)