Gardasil 2008-09 - Arthur W. Page Society
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Transcript Gardasil 2008-09 - Arthur W. Page Society
Gardasil 2008-09
Arthur W. Page Society
Agenda
Why pick Gardasil?
Background
Marketing & Communication
Advertising campaign
Present Issue Status
Financial Impact
Page Principles
Why pick Gardasil?
Great example of
how important
identifying potential
and emerging issues
are in the strategic
planning process
Great example of
importance of
environmental
scanning
Wonderful
opportunity to apply
Page Principles to a
“real world” crisis
Great example of the
importance of the
transparent and
authentic
communication
Background
Merck & Co.
launched Gardasil in
June 2006
In 2007 more than
8 million girls ages 917 were vaccinated
Clinically tested on
11,813 people
More than 10,300
adverse effects have
been reported since
Gardasil was
approved.
27 deaths have been
reported
Background (cont)
In 2007 Merck & Co.
grossed just over $18
million in profits
Texas Governor Rick
Perry passed
legislation in 2008
requiring girls entering
6th grade to receive
the Gardasil vaccine.
In 2008 Gardasil was
added to the list of
vaccines immigrants
must receive
In 2004 Merck & Co.
announced its
withdrawal of VIOXX.
Marketing &
Communication
Nov. 1, 2006: Merck & Co.’s Cervical Cancer Vaccine Gardasil added to
Centers for Disease Control Vaccines for children.
Nov. 13, 2006: Merck & Co. launches national advertising campaign for
Gardasil.
Spring 2008: Merck & Co. partners with Barnes & Noble to advertise Gardasil.
June 25, 2008: Merck & Co., Inc. receives complete response letter from the
Food and Drug Administration [FDA] for the use of Gardasil in women 27-45.
July 8, 2008: Merck & Co. responds to questions about adverse events
reported following Gardasil vaccination.
Sept. 12, 2008: FDA Approves Merck & Co.’s Gardasil to protect against two
additional cancers.
Nov. 13, 2008: Gardasil demonstrated efficacy in preventing HPV-related
disease in Males Phase III study.
Advertising Campaign
Click on the ads to view Gardasil commercials
Marketing &
Communication (cont)
Gardasil’s initial effort
was the “One Less”
campaign
Targeted women
ages 9-26
The campaigns
showcased women
outside of the “little
girl” stereotype
On July , 2008 Merck
& Co. issued a press
release in response to
Gardasil’s adverse
effects
Merck denied all
responsibility
After the press
release the second
round of commercials
aired
Present Issue Status
More than 10,300
adverse reports have
been filed against the
vaccine
The FDC and CDC are
closely monitoring the
effects of the vaccine
If the recipients
experience adverse
effects they can report
to the FDA MedWatch
Approximately one
month after the FDA
approved the
Gardasil vaccine, the
first adverse effect
was reported.
Reaction reports
have come from 21
states
Present Issue Status
(cont)
Reactions were
reported from ages
11-27
94 percent were
considered nonserious
According to the
CDC, experts have
found no medical
pattern to the reports
of serious effects
After the reports
Merck changed the
label on Gardasil to
include more side
effects
The CDC and FDA
have declared
Gardasil safe for use
Opponents
National Vaccine Information Center [NVIC]
Virginia House of Delegates'’ John Welch III
Senator Delores Kelley of Baltimore
Henry J. Kaiser Family Foundation
www.Gardasil-Talk.com
Blogs
Supporters
Center for Disease Control [CDC]
The Food and Drug Administration [FDA]
Texas Governor Rick Perry
World Health Organization
American Social Health Association
Planned Parenthood
Financial Impact
Gardasil costs $ 360
for three doses
In 2008 Merck & Co.
ranked 4th in the
pharmaceutical
industry
VIOXX caused Merck
& Co. to slip in the
ratings
Vaccines served as a
critical function in
creating the Merck &
Co. turnaround
Gardasil’s growth
slowed during 2008
due to growing
concerns of the
product’s side effects
Financial Impact
(cont)
Page Principle: Tell the Truth
Merck & Co. denied
any ownership to the
claims made against
Gardasil
By waiting so long to
speak out Merck &
Co. did not get the
opportunity to state
that it was doing
follow up testing
Merck & Co. evaded
its social responsibility
to the truth
By creating clear
communication with
the public Merck &
Co. will be able to
minimize the
negative effects
Page Principle: Prove it with action
Merck & Co. held a
press release on July
8, 2008 to comment
on the reports
regarding Gardasil
Merck & Co. should
also continue testing
until it has found the
cause of the
negative effects
Merck & Co. should
not accept fault for
the negative effects
until it is certain of the
cause
By creating clear
communication with
the public Merck &
Co. will be able to
minimize the
negative effects
Page Principle: Listen to the customer
Merck & Co.
neglected public
concern through lack
of communication
Merck & Co. needed
to acknowledge that
it was looking into the
problem at hand
By periodically
releasing information
to the public Merck &
Co. will build a
relationship with its
customers
Page Principle: Manage for tomorrow
Merck & Co. needs to
have a clear
communication plan
for the future
The company needs
to be aware of grass
roots efforts such as
blogs
More than 750 blogs
mentioned Gardasil
as of Dec. 17, 2008
Page Principle: Conduct public relations
as if the whole company depends on it
Merck & Co. has not
operated as if the
company depends
on it
Continuing to push
legislation for making
Gardasil required
could be put on hold
until it address the
concerns of its
consumers
The company should
have learned from its
mistakes with VIOXX
Merck & Co. should
have waited to
announce Gardasil
for men until after the
tests come back
Page Principle: Realize a company’s true
character is expressed by its people
Merck & Co.'s Web site
states it prides itself on
the quality of its
workers, ethical
standards and values,
the company’s
mission, compensation
and benefits as well as
the work environment.
of its consumers
The company needs
to maintain a strong
relationship with
public health
companies
In addition, Merck &
Co. needs to
maintain a positive
relationship with its
customers
Page Principle: Remain calm, patient and
good-humored
Merck & Co.
immediately denied
that the problems
with Gardsil were its
fault
This made the
company come off
as defensive which
goes against this
Page Principle
Merck & Co. should
commit to further
research